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 9 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.

Home/GPs/Mayfair Equity Partners

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) and registered at Companies House as OC393828. 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

SectorsTMTConsumerBusiness Services

Key facts

HQLondon, United Kingdom

Founded2014

Websitemayfairequity.com

Recent exits

OVO

Energy · 2026 · 11yr hold

atHome Group

PropTech · 2025 · 5yr hold

Graphcore

Deep Tech · 2024 · 4yr hold

The Snowfox Group

Consumer · 2023 · 8yr hold

Coverage notes

3 funds tracked, 22 portfolio companies (13 active · 9 realized). Verified weekly from public filings and deal announcements.

Funds & portfolio

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

3 funds

Mayfair Equity Partners IIIGrowth

2023 · 3yr€585M6 active

Unrealized

6 held

Company	Sector	Geo	Entry
Acclaro	TMT	United States	2023
BizAway	TMT	Italy	2024
Garolla	Consumer	UK	2022
i-media	AdTech	UK	2024
TrustedHousesitters	E-commerce	UK	2023
VG	Financials	Jersey	2024

AcclaroActive

TMTUnited States· Entry 2023

BizAwayActive

TMTItaly· Entry 2024

GarollaActive

ConsumerUK· Entry 2022

i-mediaActive

AdTechUK· Entry 2024

TrustedHousesittersActive

E-commerceUK· Entry 2023

VGActive

FinancialsJersey· Entry 2024

Mayfair Equity Partners IIGrowth

2019 · 7yr€761M7 active · 4 realized

Unrealized

7 held

Company	Sector	Geo	Entry
Access Partnership	Business Services	UK	2022
EGYM	HealthTech	Germany	2023
LoopMe	AdTech	UK	2022
Nasstar	IT Services	UK	2018
Playlist	HealthTech	United States	2026
Promise Gluten Free	FoodTech	Ireland	2017
Seraphine	Consumer	UK	2020

Access PartnershipActive

Business ServicesUK· Entry 2022

EGYMActive

HealthTechGermany· Entry 2023

LoopMeActive

AdTechUK· Entry 2022

NasstarActive

IT ServicesUK· Entry 2018

PlaylistActive

HealthTechUnited States· Entry 2026

Promise Gluten FreeActive

FoodTechIreland· Entry 2017

SeraphineActive

ConsumerUK· Entry 2020

Realized

4 exits

Company	Sector	Geo	Entry	Exit	Type	MOIC
atHome Group	PropTech	Luxembourg	2020	2025	Secondary	–
Graphcore	Deep Tech	UK	2020	2024	Trade Sale	–
OVO	Energy	UK	2015	2026	Trade Sale	–
Parcel2Go	Logistics	UK	2019	2021	Secondary	–

atHome GroupExited 2025

PropTechLuxembourg· Entry 2020

Secondaryto

GraphcoreExited 2024

Deep TechUK· Entry 2020

Trade Saleto

OVOExited 2026

EnergyUK· Entry 2015

Trade Saleto

Parcel2GoExited 2021

LogisticsUK· Entry 2019

Secondaryto

Mayfair Equity Partners IGrowth

2015 · 11yr€484M0 active · 5 realized

Realized

5 exits

Company	Sector	Geo	Entry	Exit	Type	MOIC
Fox International	Consumer	UK	2015	2019	Trade Sale	–
Pixomondo	TMT	Germany	2018	2022	Trade Sale	–
SuperAwesome	AdTech	UK	2017	2020	Trade Sale	–
Talon Outdoor	AdTech	UK	2017	2022	Secondary	–
The Snowfox Group	Consumer	UK	2015	2023	Trade Sale	–

Fox InternationalExited 2019

ConsumerUK· Entry 2015

Trade Saleto

PixomondoExited 2022

TMTGermany· Entry 2018

Trade Saleto

SuperAwesomeExited 2020

AdTechUK· Entry 2017

Trade Saleto

Talon OutdoorExited 2022

AdTechUK· Entry 2017

Secondaryto

The Snowfox GroupExited 2023

ConsumerUK· Entry 2015

Trade Saleto

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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. Detailed buyer names and multiple data available on Pro at €29/month.