Inflexion Private Equity has backed the buyout of Virgin Experience Days.

Virgin Experience Days sells more than 750,000 packages annually, ranging from luxury breaks to Formula 1 car racing days. It operates B2C and B2B divisions, working with employee rewards programmes for the likes of Barclaycard and Samsung.

The company has doubled sales to £50m over the past three years. It has been led by chief executive Paul O’Brien for more than a decade.

Virgin Experience Days was formerly part of Acorne, a listed company which operates a portfolio of experience brands.

As part of the deal Inflexion has brought in a new chairman in Simon McMurtrie, who holds the same role at Oak Furniture Land and Riviera Travel, and a commercial director in Matthew Briggs.

The firm made the deal through its £250m Enterprise Fund IV, which closed in May 2016. It focuses on buyouts in the lower mid-market, investing between £10m and £20m per deal.

The deal team comprised Tim Smallbone, Tom Pemberton, Shiva Tiwari and Robin Senivassen. Pemberton and Tiwari will join the company’s board of directors.


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