Mayfair Equity Partners

Mayfair Equity Partners LLP operates as a buyout fund manager, specializing in the TMT (Technology, Media, and Telecoms) and Consumer sectors. The firm was established in 2014 by a team of managing partners: Daniel Sasaki, Waqqas Ahmad, Bertie Aykroyd, and Kunal Dasgupta. This founding group brought together extensive experience from the private equity and investment sectors, having previously worked at LDC, the private equity arm of Lloyds Banking Group, where they were responsible for a significant portion of the firm's investments and exits. Mayfair Equity Partners focuses on investments in UK and European companies, targeting businesses with an enterprise value typically between £50 million and £400 million. The firm executes control and minority investments, providing capital for growth and to facilitate buyouts. Its investment strategy is centered on backing founders and management teams in high-growth, founder-led businesses, often being the first institutional investor. The firm's revenue model is based on management fees from its funds under management and carried interest on the profits generated from its investments. It manages over £2 billion in assets on behalf of a global base of institutional and private investors. The firm's portfolio includes a diverse range of companies. Notable investments have included OVO Group, a UK energy supplier; LoopMe, a brand-focused mobile advertising platform; and GCI, a provider of managed IT services. Mayfair’s approach involves active partnership with its portfolio companies, providing strategic and operational support to accelerate growth and digital transformation. A significant milestone was the successful closing of its third fund, Mayfair Equity Partners III, which raised over £1 billion. Keywords: private equity, buyout fund, TMT investing, consumer sector, growth capital, UK mid-market, European investments, founder-led businesses, asset management, institutional investors