Convex has acted as the exclusive sell-side M&A advisor on the sale of Outdoor Toys, a leading online D2C retailer of outdoor garden toys in the UK, to 3i-backed GartenHaus, a digital leader in home and garden projects in Europe.
Founded in 2006 by James Owen and based in Mid Wales, Outdoor Toys is among the largest outdoor garden toys specialists in the UK. The company offers over 1,000 products and specialises in Modular Toys, including swing sets, slides and climbing frames, as well as ride-on toys, trampolines, sandpits, and accessories. The company operates a vertically integrated value chain with its own product design, UK manufacturing, customer service, dedicated logistics fleet and direct online sales to customers through its own website as well as online marketplaces.
Outdoor Toys is known for its comprehensive customer service and strong customer satisfaction, with a reputation for quality. The company has delivered sales growth of 70% per annum since 2019 and shipped over 1 million items in the last twelve months. Founder James Owen will continue with the business and retains a minority shareholding in the GartenHaus Group.
“Exactly 10 years ago Convex advised on the sale of my father’s business so naturally they were my first and only choice. Finding a cultural fit and partner for the business to grow into Europe was our sole focus and from the very first meeting the transaction has been handled efficiently, with clear direction and accuracy. The Convex team are undoubtedly some of the most talented people I have had the pleasure of working with and they made the all-consuming and challenging process as seamless as possible whilst delivering an exceptional result for myself and the Business.’’
James Owen, Founder
