February 19, 2025
RFE Investment Partners Announces the Sale of PureRed to Inspired Thinking Group (“ITG”)
RFE Investment Partners has announced the sale of PureRed, a US-based leading marketing service and technology partner creating and delivering digital content and customer experiences at an enterprise level, to Inspired Thinking Group (“ITG”), a UK-based leading provider of AI-powered content generation platform for brands.
PureRed will serve as the foundation for ITG’s U.S. operations with significant revenue synergies expected through immediate cross-selling between European and U.S. customers. With PureRed’s deep expertise in retail content and automation, the acquisition fast-tracks ITG’s goal of becoming the go-to Halo content partner worldwide, taking the headache out of marketing complexity.
PureRed launched in 1967 to support retailers with print promotional materials. During RFE’s ownership, it evolved to develop PR1, which automates and personalizes retail promotional content, creating high-quality, omnichannel content at scale. PureRed also completed two acquisitions during its partnership with RFE, enabling the company to expand its capabilities and grow into new customer end markets.
“We’ve had an incredible partnership with RFE since day one,” said Brian Cohen, CEO of PureRed. “Their strategic guidance and investment in our growth – from expanding our AI, creative and technology capabilities to supporting key acquisitions like Haddad & Partners – positioned PureRed as an industry leader. We are excited for this next chapter and the new opportunities it will bring for our employees and clients.”
BrightTower, a New York City headquartered investment banking and M&A advisory services firm, served as exclusive financial advisor to RFE and PureRed in this transaction. Finn Dixon & Herling LLP served as legal counsel to RFE and PureRed in this transaction.
About ITG
ITG is the leading Halo content partner to businesses around the world. It eliminates marketing complexity and delivers engaging content at speed and scale to drive business growth and reduce marketing costs. Clients include Heineken, Samsung, Haleon, KFC and more. ITG employs over 2,000 people throughout its global offices and its Storyteq platform is recognized by Gartner as a global Leader. ITG is majority owned by Bridgepoint Group, a UK-based private equity firm. For more information, visit www.inspiredthinking.group.
About PureRed
Founded in 1967, PureRed creates, stores and repurposes digital marketing content for retailers and leading consumer products companies. PureRed works with 13 of the largest 20 retailers in the country and provides fully integrated marketing and advertising capabilities for Fortune 500 brands across retail, consumer packaged goods, financial services and specialty brands. PureRed’s combination of high volume and highly accurate digital content production, with its proprietary asset management technology, is unique in the industry.
About RFE Investment Partners
RFE Investment Partners is a private equity firm focused on making control investments in established small market companies located in the United States. RFE is a long-standing firm founded in 1980 with over 45 years of experience investing in the lower middle market. RFE’s investment strategy is to transform its portfolio companies from the lower end of the market to fully professionalized and market-leading middle-market companies. RFE is currently investing out of Fund IX.