Total Design has been acquired by M80 Partners

January 2023 — Total Design, a Netherlands-based creative and technology agency specialized in digital design, branding and communication, has been acquired by M80 Partners, a Belgium-based private equity firm. M80 is building a portfolio of best-in-class specialists in the field of digital transformation and in this platform, Total Design is given an integral role from its digital branding, communication and technology disciplines.

Founded in 1963, Total Design celebrates 60 years of innovation and legacy in creativity and design. With a boutique size of 120 passionate colleagues, the company offers a truly integrated approach for digital design, branding and communication. Total Design helps companies and organizations to stand out, add value or transform to newer business models, digital transformation and technology needs.

Founded in 2018, M80 Partners invests in companies in Belgium, the Netherlands, France and Luxembourg. Founded by Peter Maenhout, the investment team consists not only of seasoned private equity professionals, but also entrepreneurs, former CEOs and digital pioneers. The company focuses on growth companies in IT, healthcare, consumer, business services and industry. The M80 team invests in companies it can help digitally transform to accelerate sales and improve operations.

Total Design was owned by the investment company Successor and its management. Successor has co-owned Total Design for six years. Harry Smeets, owner of Successor, said: “More digital and technology is what our society is moving towards. Total Design must remain at the forefront of this. With M80 they will succeed in doing so.”

Our role in the transaction

Oaklins’ team in the Netherlands acted as the exclusive M&A sell-side advisor to the shareholders of Total Design supported by Oaklins DeSilva+Phillips’ team in New York. This transaction emphasizes our strong track record and expertise in the TMT and advertising and marketing services sector.