Bonnier Corp. Sells Seven of Its Most Popular U.S. Titles to North Equity

Oaklins DeSilva+Phillips client, Bonnier Corp., has sold seven of its most popular U.S. titles, including Saveur, Popular Science and Field & Stream, to venture equity group, North Equity.

The deal comes as Bonnier’s parent company, Stockholm’s Bonnier AB, has been moving to exit from the U.S. media market. In September 2020, Oaklins DeSilva+Phillips advised the Company on the sale of its Motorcycle Group’s digital assets to fintech company Octane.

The transaction also includes Popular Photography, Outdoor Life, Better You and Interesting Things to North Equity LLC, owner of several car, home and military-focused digital media outlets.

“Since inception, the North team has proved our ability to acquire, reimagine and profitably grow media brands,” said Andrew Perlman, North Equity’s managing partner. “We’re excited to have the opportunity to add such venerable brands to our portfolio and look forward to working with the amazing people behind them.”

Bonnier Corp. was formed in 2007 when Bonnier AB, a closely held media company based in Stockholm, acquired a group of 18 magazines from the former Time Inc., and combined it with World Publications, the U.S. consumer magazine group it owned at the time.

Bonnier plans to maintain a foothold in the U.S. market through its Bonnier Events business and conference and diversity consulting business, Working Mother Media.

Transaction TypeM&A Sell-side
ClientBonnier Corporation
Sold ToNorth Equity
DateOctober 2020