Make us your home page
Instagram

Majority stake in St. Petersburg's Catalina to be sold to Berkshire Partners

ST. PETERSBURG — Catalina, a business based here that helps grocery chains and consumer brands inspire customer loyalty, said Boston investment firm Berkshire Partners LLC will acquire majority control of the company from Hellman & Friedman LLC.

The proposed transaction confirms a report in last week's Tampa Bay Times that Berkshire was considering a deal for the 1,350-employee Catalina. Terms of the deal were not disclosed, but earlier press reports suggest the seller was seeking close to $2.5 billion.

Hellman & Friedman, based in San Francisco, took Catalina private in 2007 for $1.7 billion. Tuesday's announcement said the investment firm will remain a significant investor in the business.

Catalina, formerly known as Catalina Marketing, is a business steeped in mining so-called "big data" by creating vast databases of individual retail customer product likes, dislikes and other key information for client stores that want to increase their understanding of consumers.

Catalina claims to operate the "largest shopper history database in the world" — and says it can give retailers an edge in building customer loyalty.

"We are attracted to Catalina's unique ability to translate shopper data into personalized media at mass scale," Berkshire Partners managing director Brad Bloom stated.

For example, a recent Catalina study found that shoppers are selective and typically buy on average less than 1 percent of products available on grocery store shelves during a one-year period.

"We believe this transaction is an affirmation of Catalina's growth outlook, strategy and leadership team," said Jamie Egasti, Catalina's CEO.

Citing Tampa Bay's airport and cost of living, Catalina Marketing in 1993 relocated to the bay area from California, bringing 90 jobs. At that time, Catalina was publicly traded on the New York Stock Exchange and provided systems that automatically printed coupons at cash registers tailored to specific customer purchases.

Two decades later, Catalina is much more digitally sophisticated, with systems installed in more than 31,000 U.S. grocery, drug, and mass-merchandise chains. The company, based on Carillon Parkway, is also affiliated with more than 16,000 international stores.

Formed in 1984, Berkshire Partners has owned stakes in dozens of diverse companies. It currently owns shares in more than 18 firms ranging from beauty products maker Coty and wireless carrier service plan provider New Asurion to the Farm Boy grocery chain.

Majority stake in St. Petersburg's Catalina to be sold to Berkshire Partners 03/04/14 [Last modified: Tuesday, March 4, 2014 10:49pm]
Photo reprints | Article reprints

© 2017 Tampa Bay Times

    

Join the discussion: Click to view comments, add yours

Loading...
  1. Massachusetts firm buys Tampa's Element apartment tower

    Real Estate

    TAMPA — Downtown Tampa's Element apartment tower sold this week to a Massachusetts-based real estate investment company that plans to upgrade the skyscraper's amenities and operate it long-term as a rental community.

    The Element apartment high-rise at 808 N Franklin St. in downtown Tampa has been sold to a Northland Investment Corp., a Massachusetts-based real estate investment company. JIM DAMASKE  |  Times
  2. New York town approves Legoland proposal

    News

    GOSHEN, N.Y. — New York is one step closer to a Lego dreamland. Goshen, a small town about fifty miles northwest of the Big Apple, has approved the site plan for a $500 million Legoland amusement park.

    A small New York town, Goshen approved the site plan for a $500 million Legoland amusement park. Legoland Florida is in Winter Haven. [Times file  photo]
  3. Jordan Park to get $20 million makeover and new senior housing

    Real Estate

    By WAVENEY ANN MOORE

    Times Staff Writer

    ST. PETERSBURG —The St. Petersburg Housing Authority, which bought back the troubled Jordan Park public housing complex this year, plans to spend about $20 million to improve the 237-unit property and construct a new three-story building for …

    Jordan Park, the historic public housing complex, is back in the hands of the St. Petersburg Housing Authority. The agency is working to improve the 237-unit complex. But the latest plan to build a new three-story building for seniors will mean 31 families have to find new homes. [LARA CERRI   |   Tampa Bay Times]
  4. Coming soon at two Tampa Bay area hospitals: a cancer treatment that could replace chemo

    Health

    A new cancer treatment that could eventually replace chemotherapy and bone marrow transplants — along with their debilitating side effects — soon will be offered at two of Tampa Bay's top-tier hospitals.

    Dr. Frederick Locke at Moffitt Cancer Center in Tampa is a principal investigator for an experimental therapy that retrains white blood cells in the body's immune system to fight cancer cells. The U.S. Food and Drug Administration approved these so-called "CAR-T" treatments for adults this month. In trials, 82 percent of cases responded well to the treatment, and 44 percent are still in remission at least eight months later, Locke said. [CHRIS URSO   |   Times]
  5. Regulator blasts Wells Fargo for deceptive auto insurance program

    Banking

    Wells Fargo engaged in unfair and deceptive practices, failed to properly manage risks and hasn't set aside enough money to pay back the customers it harmed, according to a confidential report by federal regulators.

    Wells Fargo engaged in unfair and deceptive practices, failed to properly manage risks and hasn't set aside enough money to pay back the customers it harmed, according to a confidential report by federal regulators.
[Photo by Spencer Platt/Getty Images, 2017]