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Boosts the Roadshow Group’s growth ambitions

The Roadshow Group comprises four well-known international subsidiaries operating in the European market for live event marketing and roadshow and promotional vehicle rental. With a fleet of over 200 promotional vehicles, the Roadshow Group is the continent’s market leader.
Its eye-catching Christmas trucks for Coca-Cola and the Dutch Postcode Lottery have created awareness of the company among the public at large. Other big-name customers include BMW, Eaton, Huawei, KPN, Porsche and Samsung. Roadshow Group vehicles are also used for a number of other sporting events such as the Tour de France. 

The assignment

The Roadshow Group helps brands and marketers fulfil their ambition to provide a unique customer experience. The company boosts brand experience by facilitating inspiring contact moments with the relevant target groups.

Given the success and popularity of roadshows and on-site mobile showrooms, the Roadshow Group was looking for growth financing to expand its rental fleet and fund the company’s strategic and international development. NIBC Mezzanine & Equity Solutions recognised the significant growth potential of the Roadshow Group and chose to support its growth ambitions by taking a substantial minority interest in the company. 

Adding value

The Roadshow Group transaction is in line with NIBC’s values to be professional, entrepreneurial and inventive in everything we do. If a company’s risk profile is too high for a bank and its shareholders don’t want to relinquish complete control to a private equity party, NIBC Mezzanine & Equity Solutions can offer an attractive solution by taking a minority interest.

Delivering results

By investing in the Roadshow Group, NIBC Investment Partners has become a partner for the company’s ambitious growth strategy. In the coming years, the shareholders will invest in the expansion of the company’s rental fleet and overall strategic and international development.

NIBC has shown it understands our business model and wants to support our growth ambitions. - Martijn van Riet, CEO Roadshow Group

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