LOS ANGELES, BERLIN— REGENT, a global private equity firm, announced today that it has acquired Brands4Friends, Germany’s largest online shopping club, from eBay Inc. (NASDAQ: EBAY).  With over nine million members across Europe, Brands4Friends ( provides exclusive online access to a wide array of leading consumer product brands across multiple verticals. Brands4Friends is headquartered in Berlin, Germany.

Michael A. Reinstein, Regent’s Founder and Chairman commented, “Brands4Friends has a highly-engaged customer base, superior technology, and a product offering that democratizes online shopping in Germany. This acquisition further expands Regent’s presence in Europe and gives us a unique vantage point in the heart of the continent’s leading technology center.  We are very excited to work with the talented leadership team at Brands4Friends to help them grow this business across Europe”. 

This deal marks the fifth acquisition Regent has completed since the beginning of the year.  In August, Regent purchased a leading portfolio of cycling brands including Diamondback and Redline from Accell Group N.V. (AMS:ACCEL). In July, Regent purchased the iconic MAVIC cycling accessories business from Amer Sports (HEL: AMEAS). In February, Regent Acquired the Plainville Farms food processing business from The Hain Celestial Group (NASDAQ: HAIN).  Regent kicked off the year with the January 2019 acquisition of the La Senza fashion lingerie business which was purchased from L Brands, Inc. (NYSE: LB).


About Regent

Regent is a global private equity firm focused on innovating and transforming businesses.  The firm’s mission is to create long-term value for its partners, the companies it invests in and the communities in which it works.  Regent’s investments span the globe and operate in a wide array of industry verticals including technology, media, consumer products, industrial, retail and entertainment. 

Selected investments include MAVIC, Diamondback Cycling, La Senza, Plainville Farms, Sassoon, Sunset Magazine, MasterCuts, Regis UK, SuperCuts UK, Lillian Vernon and a media portfolio comprised of numerous newspapers, magazines and television platforms including Military Times, Army Times, Navy Times, Defense News, Federal Times and HistoryNet. Regent is based in Beverly Hills, California. 

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