Thailand’s DemoPower buys POS Media stake from Czech PE firm Genesis Capital

DemoPower employees in a marketing campaign. Photo: DemoPower

Czech private equity firm Genesis Capital has exited its stake in Prague-based point-of-sale advertising and in-store communication company POS Media Group to Thailand-based DemoPower.

DemoPower, which specialises in point-of-sale and brand awareness campaigns and is a member of retail marketing firm Omni Marketing Global (OMG), acquired a 47 per cent share in POS Media Group from Genesis Equity Fund III (GPEF III) on Wednesday.

The sale of POS Media Group becomes the first successful exit for GPEF III – the latest Genesis fund, already in the third year of its initial five-year investment period.

The fund has a total of over 80 million ($94.65 million) in committed capital for investments into small and medium-sized enterprises in the Czech Republic, Slovakia, Poland, Hungary and Austria, and will be actively investing until August 2020.

“POS Media is a strong regional player in a very dynamic field, and immediately from the moment of our investment it has attracted interest from global marketing groups active in retail media.

“The new partner will help POS Media Group build on its strengths and realise its international potential beyond its European markets. The deal with DemoPower offered a highly attractive return to the fund’s investors already after a fairly short 14-month investment period,” said Genesis Capital managing partner Jan Tauber.

According to OMG chief executive officer Robert Mebruer, the acquisition expands its footprint to 22 countries and provides further areas of activation expertise, creativity-based solutions and technology to deliver better results for its marketing and retail partners.

Richard van het Bolscher, the founder and CEO of POS Media Group, who retains a controlling interest in the firm, said: “Partnering with OMG, POS Media as the European market leader in shopper activation solutions will join the market leader in Asia and become part of a global group with greater international ambitions to realise the group’s potential outside of POS Media’s traditional European markets.”

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