Sentinel Capital Partners acquires Market Performance Group


Platform to Benefit from Firm's Expertise in Business Services and Consumer Sectors


NEW YORK, January 16, 2024 – Sentinel Capital Partners, a private equity firm that invests in promising midmarket companies, today announced the acquisition of Market Performance Group ("MPG"), a leading provider of omnichannel strategy and consulting services focused on the consumer packaged goods industry. Terms of the deal were not disclosed.

Through deep category expertise and leading data capabilities, MPG builds and activates synergistic strategies that drive brand sales performance at ecommerce and brick-and-mortar retailers. MPG's clients include a diverse set of large and midsized consumer products companies as well as emerging independent brands. MPG also offers industry research and brand diligence for consumer products investors.

"Market Performance Group is strategically positioned for growth in attractive sectors that are large and resilient," said John Van Sickle, a Sentinel partner. "We're excited to partner with MPG's hugely talented team."

"Our long-term client relationships attest to the excellent service we provide and our commitment to being a trusted partner," said George Cleary, MPG's CEO. "We are honored to become part of the Sentinel family of companies."

Sentinel's expertise in businesses that sell into similar retail and online channels includes investments in GSM Outdoors (innovative hunting and sport shooting products); L2 Brands (custom apparel and headwear); and WellSpring Pharmaceutical (branded OTC health and personal care products). Sentinel also has a proven record in business services through investments in Apex (environmental services specializing in water resources, land restoration, and industrial hygiene); New Era Technology (managed information technology services focused on collaboration and data networks); and TriMech (CAD software, 3D manufacturing solutions, and associated training and consulting services).