Verdane has acquired global marketing technology leader Papirfly Group

Papirfly Group

Founded in 1998 and headquartered in Oslo, Norway, with offices throughout Europe and a global presence, Papirfly Group provides a cloud-based, modular software platform for brand activation management, helping large companies create, edit, store and distribute their brand assets. Papirfly has seen significant profitable growth in recent years and is a top-three European leader in its space, with over one million regular users worldwide as of January 2021. The group supports over 500 brands globally, including recognized businesses such as Goldman Sachs, Unilever, BMW, Helly Hansen and Subway.

The Deal

The majority acquisition of Papirfly builds upon Verdane’s track record of investing into growing software companies across Northern Europe. With Verdane’s support and the strong management leadership, Papirfly will accelerate product development for its innovative brand management toolkits, promising to disrupt the legacy digital asset management model. Karl Fredrik Lund, Chief Executive Officer of Papirfly, commented, “In a time of distributed work teams and digitalized workflows, the business’ need for a single internal destination to communicate brand identity consistently and effectively to global audiences is imperative. Together with Verdane, we will transform how the world engages with brands.”

Lincoln International served as the exclusive debt advisor and arranger for Verdane in support of its cross-border investment in Papirfly.

Our Perspective

The transaction is reflective of the growing appetite of European lenders for both software / technology and Nordic assets, who are increasingly supportive and knowledgeable of software company growth initiatives. Xenia Sarri, Managing Director in Lincoln’s London office, added, “Papirfly brings a differentiated proposition and empowerment to corporate marketing and communications teams, which positions Papirfly well as a globally leading marketing technology leader. We were delighted to advise Verdane during this process and look forward to witnessing Papirfly’s continued success.”

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