10 February 2023

Burges Salmon has advised Bristol-based children’s travel products business Trunki on the sale of its Magmatic business to e-commerce firm Heroes.

Trunki has a wide range of products designed to make travelling with children fun and enjoyable, and was established by Rob Law. The brand became well-known after its Trunki Ride On Suitcase featured on the UK television series Dragons' Den in 2006.

Heroes is a UK-based e-commerce company that acquires, operates, and scales consumer brands in the baby, children and maternity sectors. It has acquired over 30 brands since being founded in 2020. Heroes has said that it plans to support Trunki’s growth, investing heavily in the North American market along with further expansion in Europe.

The Burges Salmon team advising on the deal was led by senior associate Amy Carr, alongside partner Richard Spink, senior associate Shachi Nathdwarawala, and associate Chris Doherty, all from the firm’s Corporate team.

Amy Carr comments: “We’re really pleased to have advised Rob and the Trunki team on this milestone transaction. We helped BGF on its original investment into Trunki so it is particularly pleasing to have been involved in this next stage of Trunki’s development. We wish Rob and the Heroes team every success in the next chapter of Trunki’s journey.

Trevor Bell, Chairman of Magmatic Limited, comments: “We are very grateful to Amy, Richard and the rest of the Burges Salmon team for providing such great support on this significant step forward for Trunki. Heroes believed in our vision for the brand and future product development, and our UK manufacturing supply chain, whilst having the infrastructure to grow our US business. We are excited to have completed the deal."

Key contact

Headshot of Amy Carr

Amy Carr Senior Associate

  • Mergers and Acquisitions
  • Corporate Advice
  • Reorganisations and Demergers

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