Renzenbrink & Partner advises Equistone portfolio company PIA on the acquisition of UDG United Digital Group from EQT

Renzenbrink & Partner has advised PIA (Performance Interactive Alliance), a portfolio company of Equistone Partners, on the acquisition of UDG United Digital Group from EQT. The transaction is still subject to clearance by the German Federal Cartel Office.

UDG, a specialist service provider for digital user experience and technology, was founded in 2011 and is now a leading agency in the field of user experience (UX), with expertise in the areas of concept and design, digital architecture and project implementation. Its services range from strategic marketing consulting to digital design and its implementation. The company has an annual turnover of around EUR 40 million and employs around 400 people at five different locations in Germany. UDG’s well-known clients include Porsche, Beiersdorf, Volkswagen, Stihl, KSB and Puma.

UDG will now become part of the PIA Group, where it will strengthen the Group’s further growth in the digital user experience market in Germany. The three managing directors of UDG, Markus Lucht, Mathias Reinhardt and Ulrich Bartholmös, will continue to lead the operational activities of UDG as managing directors.

Renzenbrink & Partner provided comprehensive legal advice to PIA and Equistone in connection with the transaction. The team consisted of partner Dr. Ulf Renzenbrink and associate Dr. Alexander Haunschild (both Corporate/Private Equity). KNPZ, Dr. Kai-Uwe Plath, was consulted on specific IP law issues. Orrick, Herrington & Sutcliffe, whose team consisted of Dr. Thomas Schmid (lead), Dr. Christoph Rödter and Adrian Dengler, advised EQT.