Alena, LLC
Leveraged Buyout

Client
Alena is a leading direct response marketer of branded consumer products on the internet. The company utilizes proprietary technology and a team of direct response marketing experts and designers to bring its products and services directly to the consumer via the internet. Alena’s flagship product is a line of high-end dermaceuticals sold under the brand name Hydroderm. The company also manages online marketing campaigns for client consumer product companies.

Scenario
Alena was acquired by Fox Interactive Media in July of 2005 in its acquisition of Intermix Media with fellow Intermix company, MySpace. In 2006, Fox made the decision to focus solely on MySpace and therefore sought to divest Alena despite its profitability.
 
Solution
Gemini Partners raised equity and debt capital to, along with financial partners, acquire Alena from Fox through a leveraged buyout in June of 2007. Concurrent with its acquisition from Fox, Alena acquired a 100% ownership stake in the holding company of its flagship product, Hydroderm, LLC. Gemini served as the exclusive financial advisor to Alena and invested its own capital in the transaction.

Back to Tombstones