What investment strategy does Mayfair Equity Partners focus on?

Mayfair Equity Partners focuses on Growth, Buyout strategies in the private equity space.

How many portfolio companies does Mayfair Equity Partners have?

Mayfair Equity Partners has 13 active portfolio companies and 11 completed exits and 3 funds tracked on GP Intel.

Where is Mayfair Equity Partners headquartered?

Mayfair Equity Partners is headquartered in London, United Kingdom.

What is Mayfair Equity Partners's assets under management?

Mayfair Equity Partners manages approximately €1.9B in assets under management.

When was Mayfair Equity Partners founded?

Mayfair Equity Partners was founded in 2014.

What sectors does Mayfair Equity Partners invest in?

Mayfair Equity Partners invests across TMT, Consumer, Business Services.

What are Mayfair Equity Partners's recent exits?

Recent realized exits by Mayfair Equity Partners include: EGYM (2026) to Playlist; OVO (2026) to E.ON; atHome Group (2025) to Apax Partners; Seraphine (2025) to Next plc; Graphcore (2024) to SoftBank Group; The Snowfox Group (2023) to Zensho Holdings; Pixomondo (2022) to Sony Pictures Entertainment; Talon Outdoor (2022) to Equistone Partners Europe.

Home/GPs/Mayfair Equity Partners

DetailCard

Mayfair Equity Partners

London, United Kingdom·Founded 2014·

Growth Equity Buyout

·mayfairequity.com

Mayfair Equity Partners LLP is a London-based growth-buyout private equity firm founded in 2014 by Daniel Sasaki, investing in technology, consumer and tech-enabled services businesses across the UK and Europe. It is authorised and regulated by the Financial Conduct Authority (FRN 654455). The firm has raised three institutional funds, including a GBP 650m Fund II (2019) and a GBP 500m Fund III (final close February 2025).

AUM

€1.9B

Funds

vintages 2015–2023

Portfolio

Exits

Mayfair Equity Partners is a London growth equity firm with €1.9B AUM, 13 active companies and 11 exits.

SectorsTMT Consumer Business Services

Key takeaways

·9 exits in the last 5 years · consistent DPI cadence.
·Average hold across 11 realized deals: 5 years.
·Fund cadence: ~4Y between vintages · last raise 2023.

Sector breakdown

24 companies

AdTech

4 · 17%

Consumer

3 · 13%

TMT

2 · 8%

HealthTech

2 · 8%

Hospitality

2 · 8%

SaaS

1 · 4%

E-commerce

1 · 4%

Financials

1 · 4%

Geography breakdown

7 geographies

16 · 67%

2 · 8%

Germany

2 · 8%

Italy

1 · 4%

Jersey

1 · 4%

Luxembourg

1 · 4%

Ireland

1 · 4%

Key facts

HQLondon, United Kingdom

Founded2014

Websitemayfairequity.com

Recent exits

Mayfair Equity Partners sold EGYM to Playlist in 2026 after 3 years.

Mayfair Equity Partners sold OVO to E.ON in 2026 after 11 years.

Mayfair Equity Partners sold atHome Group to Apax Partners in 2025 after 5 years.

Mayfair Equity Partners sold Seraphine to Next plc in 2025 after 5 years.

Partners

Daniel SasakiManaging Partner

Coverage notes

3 funds tracked, 24 portfolio companies (13 active · 11 realized). Verified weekly from public filings and deal announcements.

Investment team

Senior partners. Hand-checked from public filings and the firm's own site.

Daniel Sasaki

Managing Partner

Funds & portfolio

Every fund Mayfair Equity Partners has raised, with its portfolio companies. Hand-checked from public filings.

3 funds

Fund

Strategy

Vintage

Size

Assets

Exits

Mayfair Equity Partners III

Growth2023€585M6 assets

Growth

2023 · 3yr

€585M

–

Unrealized

6 held

Company	Entry
Acclaro TMT · US	2023
BizAway SaaS · Italy	2024
Garolla Consumer · UK	2022
i-media AdTech · UK	2024
TrustedHousesitters E-commerce · UK	2023
VG Financials · Jersey	2024

Mayfair Equity Partners II

Growth2019€761M5 assets6 exits

Growth

2019 · 7yr

€761M

Unrealized

5 held

Company	Entry
Access Partnership Business Services · UK	2022
LoopMe AdTech · UK	2022
Nasstar IT Services · UK	2018
Playlist HealthTech · US	2026
Promise Gluten Free FoodTech · Ireland	2017

Realized

6 exits

Company	Entry	Exit	Type	Buyer	MOIC
atHome Group PropTech · Luxembourg	2020	2025	Secondary	Apax Partners	–
EGYM HealthTech · Germany	2023	2026	Secondary	Playlist	–
Graphcore Deep Tech · UK	2020	2024	Trade Sale	SoftBank Group	–
OVO ClimateTech · UK	2015	2026	Trade Sale	E.ON	–
Parcel2Go Logistics · UK	2019	2021	Secondary	EQT	–
Seraphine Consumer · UK	2020	2025	Trade Sale	Next plc	–

Mayfair Equity Partners I

Growth2015€484M2 assets5 exits

Growth

2015 · 11yr

€484M

Unrealized

2 held

Company	Entry
GCI Telecom · UK	2018
Tour Partner Group Hospitality · UK	2015

Realized

5 exits

Company	Entry	Exit	Type	Buyer	MOIC
Fox International Consumer · UK	2015	2019	Trade Sale	Lew's Holdings	–
Pixomondo TMT · Germany	2018	2022	Trade Sale	Sony Pictures Entertainment	–
SuperAwesome AdTech · UK	2017	2020	Trade Sale	Epic Games	–
Talon Outdoor AdTech · UK	2017	2022	Secondary	Equistone Partners Europe	–
The Snowfox Group Hospitality · UK	2015	2023	Trade Sale	Zensho Holdings	–

About Mayfair Equity Partners

Mayfair Equity Partners is a UK mid-market growth buyout firm with approximately £2 billion (approximately €2.4 billion) of assets under management as of December 2024, headquartered in London. The firm was founded in 2014 after the team spun out from Aberdeen Asset Management, with a focus on digital consumer and technology mid-market opportunities. Mayfair Fund III closed in February 2025 at £500 million, adding meaningful dry powder to the platform alongside earlier vintages.

Investment thesis

Mayfair deploys capital through four funds across the platform (Fund I 2015, Fund II 2018, Fund III 2025 plus co-invest vehicles), targeting mid-market growth buyouts with equity tickets of £30-150 million in businesses valued £50-300 million. The investment thesis emphasises digital transformation, US expansion support and bolt-on M&A acceleration, with sector focus across technology and software, consumer and digital brands, media and entertainment, wellness and health-tech, telecom and connectivity and energy and sustainability. UK-based investment teams combine sector specialisation with international growth advisory capabilities.

Recent activity

Recent realised exits include consumer and beauty accessories (2024) and technology and real estate marketplace (2025). Mayfair has closed three new Fund III investments across the second half of 2024 and early 2025 in technology and consumer sectors, with the platform in active deployment phase across the recent Fund III vintage.

Frequently asked questions

What investment strategy does Mayfair Equity Partners focus on?: Mayfair Equity Partners focuses on Growth, Buyout strategies in the private equity space.
How many portfolio companies does Mayfair Equity Partners have?: Mayfair Equity Partners has 13 active portfolio companies and 11 completed exits and 3 funds tracked on GP Intel.
Where is Mayfair Equity Partners headquartered?: Mayfair Equity Partners is headquartered in London, United Kingdom.
What is Mayfair Equity Partners's assets under management?: Mayfair Equity Partners manages approximately €1.9B in assets under management.
When was Mayfair Equity Partners founded?: Mayfair Equity Partners was founded in 2014.
What sectors does Mayfair Equity Partners invest in?: Mayfair Equity Partners invests across TMT, Consumer, Business Services.
What are Mayfair Equity Partners's recent exits?: Recent realized exits by Mayfair Equity Partners include: EGYM (2026) to Playlist; OVO (2026) to E.ON; atHome Group (2025) to Apax Partners; Seraphine (2025) to Next plc; Graphcore (2024) to SoftBank Group; The Snowfox Group (2023) to Zensho Holdings; Pixomondo (2022) to Sony Pictures Entertainment; Talon Outdoor (2022) to Equistone Partners Europe.