Marlin Equity Partners has agreed to acquire Bazaarvoice Inc. (Nasdaq: BV) for $521 million in cash, or $5.50 per share. The deal is a result of a strategic review process for the target. GCA Advisors and DLA Piper are advising Bazaarvoice. Schulte Roth $ Zabel is representing Marlin Equity.

Austin, Texas-based Bazaarvoice, founded in 2005, develops software that helps retailers and brands post customer product reviews on their websites and through other e-commerce channels. Bazzarvoice CEO Gene Austin says the acquisition provides the company "the operational flexibility it needs to continue its strategic vision."

Marlin Equity is a Los Angeles-based investment firm with more than $6.7 billion of capital under management. In March, Marlin Equity raised two private equity funds to back software companies: a flagship fund with nearly $2.5 billion in capital commitments and a small cap fund with $750 million. The firm, with an additional office in London, has completed more than 100 acquisitions since its establishment. In 2017, Marlin Equity reached a deal to buy telecom provider Tangoe for about $243 million.

Spending on digital advertising continues to rise, mainly because Americans love their screens. In other deals, Advantage Solutions acquired Brand Connections; Bain Capital Private Equity purchased a majority stake in Daymon Worldwide; GTCR purchased a majority stake in digital advertiser Simpli.fi; and In 2016, Trans World Entertainment Corp. (Nasdaq: TWMC) bought Etailz.

Retailsoftware
Adobe Stock

Subscribe Now

Complete access to real-time information and analysis of news and trends in the industry.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.
Demitri Diakantonis

Demitri Diakantonis

Demitri Diakantonis joined SourceMedia in 2015 and serves as Managing Editor of Mergers & Acquisitions. He covers all aspects of middle-market deamaking, with a focus on strategic buyers and the consumer and retail sectors, and writes The Buyside column.