Avallon MBO FUND II has acquired a majority stake in EMERSON Direct Communication, a leading Polish direct marketing firm, to capitalize on growth opportunities in the underutilized local market.

Information on the Target

EMERSON Direct Communication, based in Piotrków Trybunalski, specializes in providing promotional and transactional mailing services, which include offset and digital print personalization, enveloping, distribution, and digital archiving. Established in 1992, the company has developed proprietary innovative services since 2014 to address current market trends in direct marketing. Notable offerings include PinPoint, Poland's first integrated cross-media solution that combines five marketing channels (SMS, email, direct mail, PURL, and personalized video) to create efficient advertising campaigns, and Elisty.pl, a virtual printing application designed for convenient letter dispatching, saving significant time and costs.

Industry Overview in Poland

The direct marketing sector in Poland is relatively nascent compared to Western markets, presenting substantial growth opportunities. Currently, the annual volume of personalized mailings in Poland is around 5 million, significantly lower than the 60-75 million seen in Western Europe. This disparity indicates considerable potential for expansion in this market, especially as more companies begin to realize the effectiveness of targeted marketing capabilities.

With rapid digitalization, there is an increasing momentum towards integrating digital solutions into traditional marketing methods. Consumers' preferences are shifting towards personalized communication, dema