CFI advises DNZ in its sale to United Playgrounds, a portfolio company of Standard Investment

• Renowned and award-winning digital commerce agency, focused on digital transformation, strategy and implementation for e-commerce platforms and full-funnel marketing expertise
• Partnering with United Playgrounds to continue growth for both clients and employees
• CFI represented shareholders and current management

About DNZ

DNZ (formerly known as ‘De Nieuwe Zaak’) started 17 years ago with four individuals and grew over the years to an established name as a specialist in data, automation and marketing with over 80 digital experts and an office in Zwolle (NL). As a renowned digital agency, they specialise in supporting leading organisations through digital transformation, offering end-to-end solutions in digital strategy, e-commerce platform development and implementation and full-funnel marketing expertise. Their client base includes notable clients such as Bouwmaat, Makro, Intersport, Heutink, CliniClowns, Lekkerland and Wasco. DNZ’s prominence in the e-commerce domain is evident through their partnerships, including being an Elite partner of the leading open-SaaS e-commerce platform BigCommerce and a Gold Partner of the Intershop B2B platform. They have received numerous partner awards, including the prestigious BigCommerce EMEA Excellence in Delivery Award. 

About United Playgrounds

Founded in 2022 and backed by private equity firm Standard Investment, United Playgrounds is an international group of niche specialists, currently consisting of LiveWall, Wave, 100%EMAIL, 100%driven, Verve and Globrands. United Playgrounds conceives, designs and builds high-quality digital brand products and marketing services, with a focus on design, development, content and data-driven marketing campaigns. The group’s clients include renowned brands such as Red Bull, T-Mobile, Spotify, Mollie, Miro, Holland & Barrett, Unicef, Just Eat Takeaway, ABN-AMRO, Carré and Coca-Cola. United Playgrounds aims to be the leading European group in designing and building end-to-end data-driven and digital products, services, solutions and campaigns.

About the transaction

After establishing their strong name in the Netherlands as e-commerce specialist, the shareholders of DNZ oriented on several routes to further accelerate their growth momentum. In the strategic partnership with United Playgrounds, DNZ found the optimal outcome to empower and expand its service portfolio and effectively tackle larger and more complex challenges, faced by clients. United Playgrounds, in its turn, gains a reputable technical partner that brings additional expertise in the data and automation domain with significant design, development, and marketing skills within the digital commerce realm. Together, DNZ and United Playgrounds will provide an enhanced range of services, delivering exceptional value to their clients.

CFI’s role in the process

There has been a long-lasting strategic dialogue between CFI and DNZ. Leveraging CFI’s expertise in the digital agency sector, demonstrated by more than 10 successfully completed transactions, DNZ was able to identify the suitable strategic partner that aligns with their ambitions and growth plans. CFI successfully negotiated the deal terms, strategically advised and supported DNZ’s shareholders during the entire M&A process, which resulted in a successful transaction with United Playgrounds on 28 June 2023.

Johan Keurentjes, CEO of DNZ, commented: “We have had a longstanding relationship with CFI for 8 years, relying on them as a trusted advisor with whom we maintain an ongoing strategic dialogue. Their deep understanding of our business and extensive experience in the Digital Agency industry played a pivotal role in the process. Partnering up with United Playgrounds is a logical step for DNZ, because we have the ambition to enable continuous growth for our customers and employees by taking the next step in digital maturity. DNZ is now ready for the next phase, and we are confidently taking that step together with United Playgrounds. Personally, I consider it a privilege to continue operating within an ambitious group with remarkable brands.”