IT & e-commerce: Case Study
Netrada Management GmbH
Netrada Payment GmbH is a payment-provider for billing solutions, primarily for the fashion industry. The service portfolio includes payment processing, risk and fraud management as well as transaction and receivables management. Netrada Digital Marketing GmbH is a full service online marketing agency. The company is active in the fields of dialogue marketing (e-mail/newsletter marketing), display marketing (banner/affiliate marketing), search marketing (search engine optimisation und search engine management) and social media management.
The aim of the transaction was the systematic spin-off from the group while maintaining the interfaces. Under the maximisation of sales proceed, the selection of an appropriate partner with whom Netrada Group could, in the interest of their customers, also cooperate in the future, was important for the seller.
Given this, the harmonious sale of two business units from Netrada Group with parallel negotiations with selected potential buyers, and the investigation of various transaction structures were special aspects in this transaction. In addition, a minority shareholder had to be replaced during the process.
Netrada Digital Marketing GmbH was sold to the management in 2011 in an MBO and is now called Adamicus GmbH. Netrada Payment GmbH has been acquired by the listed Wirecard AG, a leading international supplier in electronic payment and risk management solutions, reporting a turnover of more than €320 million turnover.
Team: Stefan Constantin, Markus Kluge