WestBridge has supported a management buyout of Tryzens, an international digital commerce solutions agency, marking the first investment from WestBridge III and an exit for Scottish Equity Partners (SEP).
The Tryzens management team chose WestBridge as its preferred partner to set new foundations to accelerate the growth of Tryzens, which is focused on global expansion, deeper market penetration, and broader presence in adjacent verticals.
For many years, Tryzens has cultivated a reputation for delivering end-to-end digital commerce strategies and solutions to global businesses with a digital-first approach. Tryzens collaborates with brands to optimise customer experience and growth through digital channels, and partners with technology vendors to streamline the implementation of merchant solutions. Its client portfolio includes leading brands such as Sweaty Betty, Cotton On Group and Treasury Wine Estates as well as technology vendors such as Klarna, Loqate GBG and Attentive.
Tryzens follows a customer-led and technology-agnostic approach to implementing business solutions, using both enterprise and headless architecture. It has deep technical and solutions expertise in Salesforce solutions and works with a broad range of platforms that include SAP, Adobe, and Shopify Plus to ensure its clients receive the best solutions that meet their digital experience, commercial, and operational needs.
Headquartered in London and with offices in Australia, Bulgaria, and India as well as launching a US presence, Tryzens partners with clients to deliver a global solution, from design and implementation through to delivery and 24/7 monitoring, support, and optimisation. The fundamental role that Tryzens plays in sustaining its clients’ continuous success ensures the cultivation of trusted long-term relationships.
WestBridge have set aside funds to support a strategic buy and build strategy. During the pre-completion phase, the two companies collaborated to identify a number of complementary bolt-ons and strategic initiatives to fuel growth.
The WestBridge team comprises: Ed Minton and Guy Davies, who both join the Tryzens board as directors; Jess Ledger, who becomes a board observer and will coordinate value creation initiatives; Rory Whitrow, Rebecca Sinclair, Valerie Kendall, Ari Orloff and James Wakefield.
Ed Minton, investment director at WestBridge, said:
“We are delighted to be partnering with such an exceptionally strong team. They have created a business that is passionately client focussed, growth oriented and steeped in technology and customer experience. With these foundations, Tryzens provides an ideal platform for further organic growth and selective acquisitions.
During the sale process, we have nurtured a high-performance partnership and cultural alignment. We look forward to implementing our value creation model in collaboration with Andy and the team and supporting the business to capitalise on the substantial global market opportunity.”
Andy Burton, Tryzens CEO, said:
“I would like to thank Tony and the team at SEP, as well as our inspirational outgoing chairman, Geoff Unwin, for their tremendous support over the years. Speaking for my team, we have very much enjoyed the journey together and take enormous pleasure in what we have created: a strong, dynamic and high-quality business that now has operations across the globe, supporting clients through their digital journey, and underpinned by a culture of transparency, integrity, and trust.
“Looking ahead, we are delighted to have selected WestBridge as our new partner, who share our ambition, principles, and drive. Their culture is strongly aligned with ours and even during due diligence we saw the benefit of their approach to value creation as we move forward.
“As a leading specialist in the world of digital commerce, Tryzens has an exciting future ahead in a market that is constantly evolving. We are confident that WestBridge are the ideal partner for this next phase of our growth and development.”
Guy Davies, managing partner at WestBridge, said:
“Tryzens is a high-quality business led by an outstanding management team that meets our investment criteria of being niche leaders in a fast-growing market. Working in partnership with management to accelerate its growth by deploying our value creation approach, we believe, will create a truly exceptional business over the next few years.
“This is an ideal first platform transaction for our third fund.”
