Eversheds has acted for Primary Capital Partners LLP on their investment of £45million into MARU Group and its acquisition of eDigitalResearch, a market leading Voice of Customer business with its own proprietary technology infrastructure. The transaction included the carve-out of Vision Critical Research and Consulting, a customer intelligence professional services firm.

Maru Group’s vision is to grow clients’ business through a combination of expertise in insight community platforms and sector-specific research from North American based group Vision Critical Communications Inc.

The Eversheds team, led by Head of Private Equity Richard Moulton, acted as lead counsel on the transaction, working alongside US law firm Foley & Lardner and Canadian law firm McMillan. Supporting Richard from the corporate team was partner Louise Finnie, associates Emily Dupee, Alex McCarney, Lee Harris and trainees Rebecca Harris and Suzanna Skier.

Richard Moulton, commented:

“We are very pleased to have been able to work alongside the Primary and Maru teams in implementing their international growth strategy for this exciting business. We look forward to working with the teams in progressing their strategy further in the future.”

Graham Heddle, Partner at Primary Capital commented:

“Eversheds provided excellent leadership and advice on a range of legal issues relating to both the acquisition of UK based eDR and the complex carve-out of VCRC in North America.”