Avedon teams up with Macaw to accelerate successful growth track record internationally

Amsterdam/Hoofddorp, The Netherlands, 22 February 2021
– Avedon Capital Partners will invest in Macaw, a leading provider
of digital services in the Netherlands and Germany, to support its international growth strategy. Macaw will accelerate its current growth track record by growing further organically and through selective buy-and-build, with the aim to become a leading European IT-services company bringing value to customers with Microsoft and Sitecore technology.

Macaw stands for successful implementations and services in the areas of digital marketing and e-commerce, data and AI, working in the cloud, and integrated business applications. Specializing in the software solutions of Microsoft and Sitecore, Macaw enables customers like Heineken, Eneco, Henkel and Vorwerk, to benefit from the first-class technology and wide- ranging knowledge and experience of its staff. Macaw has an excellent reputation with its customers and dedicated, highly-regarded partnerships with Microsoft and Sitecore. Macaw employs more than 350 people at its offices in the Netherlands, Germany and Lithuania.
This partnership will enable the ‘Great Place to Work’ company to execute its growth strategy. The ambition is to be active in multiple European countries, growing the team to 1000 people altogether by 2025, with expanding presence in the DACH region as the first priority. The focus for selective add-ons will be on Microsoft and Sitecore specialists with an emphasis on data, customer experience and business applications.

Unique company culture and DNA

Macaw has a company culture that stands out because of its strong focus on staff and customers. The culture is characterized by giving responsibility, showing trust and respect, offering learning and collaboration, and fostering authenticity and vitality. The company’s slogan ‘challenge accepted’ perfectly reflects the dedication to customers and commitment to joint success.

Successful and sustainable business

William van der Pijl, CEO of Macaw, explains: “We want to support more customers in their digital journey and help them to be successful with our solutions and services, by turning every challenge into a success. In Avedon Capital Partners we have found a great partner to help us accelerate our internationalization and one who will enable us to preserve our unique culture at the same time. We will selectively add other culture-led and like- minded top performing specialists to build a successful and sustainable business together. This will bring even deeper and broader technical expertise and wider geographic coverage to our clients.”
Ronald van Es, CFO of Macaw, adds: “We are very pleased that we can continue our growth and strong performance, which is based on an environment of trust, in which our people feel inspired and safe, and can be true to themselves. With our strong focus on employees and customers, we are on a new journey of growth while remaining a leading innovator.”
“We are excited to become part of Macaw’s impressive growth path”, says Emily Jeffries, Investment Director at Avedon Capital Partners. “In this fast- growing market, talent is scarce. Macaw’s great employee proposition, in combination with strong technical capabilities and impressive track record with customers, puts Macaw in a good position to further benefit from the high demand we see in the market. We are impressed with how customers and dedicated partners, Microsoft and Sitecore, rate Macaw’s technical capabilities and way of working. Its excellent reputation will further fuel the growth momentum.”

About Macaw

IT service provider Macaw helps large companies with solutions and services in the areas of digital marketing and e-commerce, data and AI, working in the cloud and integrated business applications. Macaw specializes in the software solutions of Microsoft and Sitecore. This enables customers to benefit from the first-class technology and wide-ranging knowledge and experience of its more than 350 employees working from its head office in the Netherlands, as well as offices in Germany and Lithuania. Helping customers such as Heineken, Eneco, Henkel, Vorwerk to be successful.

Macaw’s love of a challenge has created a unique business culture. And the company has been high on the Great Place to Work rankings for many years. For further details go to: www.macaw.nl.
About Avedon Capital Partners

Avedon is a leading lower mid-market private equity firm in the Benelux and Germany, providing capital in partnership with strong founder/owners or management teams that have distinctive and ambitious growth plans requiring a step change. The Avedon team is based in Amsterdam (NL) and Düsseldorf (GER), with managed assets of more than € 1 billion. Through dedicated sector teams, Avedon seeks opportunities in niches within four sectors: i) Software & Technology; ii) Business Services; iii) Smart Industries; and iv) Consumer & Health. The team has supported 26 growth companies in the fields of strategy, national and international sales growth, human capital and operational improvement and, throughout the cycles, has achieved a strong track record of growth and value creation.

Media contacts:
Anke van Heerebeek
+31 (0)6 4820 3864

Avedon Capital Partners
Emily Jeffries
+31 (0)20 5682626