Amherst Partners Advises on Sale of Ann Williams Group

Amherst Partners Advises on Sale of Ann Williams Group

Amherst Partners, LLC (“Amherst”) is pleased to announce the sale of Ann Williams Group, LLC (“Ann Williams” or the “Company”) to PlayMonster, a portfolio company of Audax Private Equity (“Audax”). Amherst acted as the exclusive financial advisor to Ann Williams in connection with the transaction.

About Ann Williams Group

Founded in 2007 and based in Bloomfield Hills, Michigan, Ann Williams is a leading manufacturer of award-winning and innovative arts & crafts kits. From learning to sew or creating room décor, to making jewelry and much more, Ann Williams invites fans of all ages to explore new creative possibilities, learn new skills, and express themselves in new and magical ways. The Company has sold millions of kits to new generations of inspired makers worldwide and has received over 50 prestigious toy industry awards, which are a testament to its success. Ann Williams distributes its products through key mass retailers, including Walmart, Target, Nordstrom, and Michaels, in addition to selling through specialty and independent retail channels. Brands that will join the PlayMonster lineup as part of the acquisition include Craft-tastic®, Loopdedoo®, Craft Crush®, Loopdeloom®, and Sticker & Chill™.

About the Transaction

Ann Williams’ founder engaged Amherst Partners to conduct the sale of the business. Amherst’s efforts were focused on finding a well-positioned partner capable of supporting further expansion of the business. Amherst prepared comprehensive marketing materials articulating the Company’s unique attributes and growth potential, and successfully marketed Ann Williams to a highly targeted universe of prospective buyers.

Amherst managed a comprehensive search that generated significant interest from both strategic and private equity partners. After receiving competitive indications of interest, the Company elected to pursue a transaction with Audax, a leading middle-market private equity firm with deep consumer sector experience and a track record of helping high-growth businesses reach new levels of success.

Kotz Sangster Wysocki P.C. served as legal counsel to Ann Williams.

About Audax Private Equity

Audax Group is a leading alternative investment manager with offices in Boston, New York, and San Francisco. Since its founding in 1999, the firm has raised over $27 billion in capital across its Private Equity and Private Debt businesses. With more than 250 employees and over 100 investment professionals, the firm is a leading capital partner for North American middle-market companies. For more information, visit the Audax Private Equity website: or follow the firm on LinkedIn.

About Amherst Partners

With a track record that spans over 25 years, Amherst is one of the Midwest’s most reputable boutique investment banking advisory firms. Among its core services, Amherst provides middle-market and closely-held companies with significant financial advisory expertise for business divestitures, acquisitions, capital raises, and other corporate finance transactions. Our professionals share a commitment to developing a trusted advisor relationship with our clients and referral partners and have amassed an extraordinary track record of success, with over 450 domestic and cross-border transactions exceeding $20 billion in total transaction value. Securities-related transactions are offered through Amherst’s wholly owned subsidiary, One Amherst Partners LLC, a registered broker-dealer and member of FINRA and SIPC.  For more information, visit the Amherst Partners website: or follow us on LinkedIn.


Chas Chandler

Partner, Investment Banking

Don Luciani

Partner, Investment Banking

Fahad Siddiqui

Vice President, Investment Banking

John Wendzinski

Analyst, Investment Banking