International legal practice Osborne Clarke has advised the sellers of Exceedra on its acquisition by AFS Technologies.

The acquisition will allow both businesses to offer global integrated business planning and trade promotion management/optimization solutions to the consumer goods market. AFS will acquire the Exceedra shares and the business will operate under the Exceedra brand as a division of AFS Technologies.

Exceedra is a global provider of integrated business planning and revenue management solutions for consumer goods companies. The solution enables clients to simplify their sales, finance and demand planning processes and gain clearer visibility on their trade spend ROI.

AFS Technologies develops software solutions to support consumer goods companies, especially in food and beverage, in driving productivity and effectiveness to maximize profitability.

Richard Nicholas at Exceedra said: "The team at Osborne Clarke, in particular Tim Hewens and Sara McDiamond, have provided us with exceptional legal support throughout a lengthy transaction. Their approach is highly client centric and has allowed us to continue to focus on running the business and completing this transaction. The experience, advice, approach and tireless support has meant that we have an outcome that has more than met our initial requirements.”

The Osborne Clarke team was led by Partner Tim Hewens and included Associate Director Pippa Byrne, Associate Sara McDiamond, and Trainee Solicitor Busayo Yusuff. Associate Bridget Baillie and Partner David Nisbet advised on tax matters and Senior Associate Dan Sharman advised on incentives.

Osborne Clarke’s Corporate team is considered a go-to practice for many companies in the retail sector, working with global businesses to fast-growth start-ups and market challengers. The team advises at every stage of company development across all corporate issues, from equity and debt fundraisings to M&A, IPOs and JVs.

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