• ArmstrongB2B is a leading integrated B2B marketing agency with a specialism in CGI and animation - helping to communicate complex industrial processes to global audiences
• FwDiscovery will back the experienced management team led by Daniel Owen, CEO, and supported by Chair, Paul O’Brien 

Manchester, December, 2024: FwDiscovery Group (“FwDiscovery”), a leading regional private equity and infrastructure investment manager, has announced a multi-million investment in to ArmstrongB2B (the “Company”).

Founded in 1991, ArmstrongB2B is a specialist, integrated marketing agency for global blue-chip industrial brands. It provides a single-source marketing offering which includes brand development, animation, web development, campaign management and performance marketing. ArmstrongB2B is highly regarded for its CGI and animation capabilities that allow its clients to visualise and communicate complex industrial technology to global audiences.

Employing 54 staff, the Company operates from a head office in Chester and generates revenues of £7.6 million. ArmstrongB2B has a global customer base and a growing footprint in the US which is approaching 40% of its revenue. The Company is led by CEO, Daniel Owen, who is supported by a highly experienced management team including Commercial Director, Laura Owen, Operational CFO, Nathan Ash, Chief Creative Officer, Matthew Casey and Chair, Paul O’Brien. 

The Company is recongnised for its international industrial expertise which has led to exceptional growth since 2019, onboarding some of the world’s largest industrials businesses as clients. With FwDiscovery’s investment, ArmstrongB2B is well positioned to continue its current growth trajectory through expanding service lines, considering strategic acquisitions and establishing a presence in USA.

Stephen McGuinness, Senior Investment Manager at FwDiscovery Group, comments: “Daniel and the rest of the management team have done a fantastic job in building such a highly regarded business with a strong sector reputation in the industrials market. Throughout the process we were impressed with the strong feedback that ArmstrongB2B received from its customers, which demonstrates the significant value they bring. ArmstrongB2B is well placed to take advantage of this strong reputation and we see significant growth potential across a number of territories including the US. We are excited to be working with Daniel and the team.”

Daniel Owen, CEO at ArmstrongB2B, comments: “Over the last six years we have worked hard as a team to grow internationally and into core sectors. Today, over 70% of our business comes from outside of the UK with the US representing almost 40% of our revenue. We need a strong partner with experience in international expansion to help us realise our ambitions in taking ArmstrongB2B into key territories. We met a number of potential partners and had a great feeling from the team at FwDiscovery. Their track record in supporting ambitious businesses to scale internationally and their knowledge and experience in industrial sectors provided the right combination. We are thrilled to be working with FwDiscovery and, with their support and experience, we plan to bring even greater value to our customers across the world.”

FwDiscovery is one of the most active investors into growing companies across the UK and Ireland, typically investing in companies valued up to £50 million across a range of sectors and transaction types. With a collaborative approach, its team brings much more than investment to the companies it supports. Alongside FwDiscovery’s four decades of investment experience, its team shares operational insights, guidance and strategic connections.

ENDS

Advisers to FwDiscovery :
Legal Advice: DLA Piper
Financial and Tax DD: MHA
Commercial DD: CIL
Management DD: Catalysis
Insurance DD: Lockton
Cyber DD: Third Party Cyber Security

Advisers to the shareholders:
Corporate Finance: Cowgills
Legal Advice: Addleshaw Goddard

For more information contact:
Lucy Sherwood: marketing@fwdiscovery.co.uk / +44 (0)20 8058 2280 
Chris Barry: Barry@thisisinfluential.com / +44 (0)7733 103 693