Bonnier Corporation has sold seven of its US titles to North Equity

Bonnier Corporation has sold seven of its most popular US titles, including Popular Science, Popular Photography, Saveur, Outdoor Life, Field & Stream, Better You and Interesting Things, to venture equity group North Equity.

Bonnier Corp. is an American enthusiast media company with iconic multichannel brands extending into all platforms, including magazines, digital media, events and product licensing. Bonnier Corp.’s brands include Yachting, Flying, Sailing World, Salt Water Sportsman and Working Mother. Other business subsidiaries are Bonnier Events, a full-service promotion and events group, and Working Mother Media’s diversity and inclusion consulting group. Bonnier Corp. is owned by Sweden-based Bonnier AB, a globally operating media conglomerate.

North Equity is a venture equity firm that acquires, builds and scales transformative digital media brands using a proprietary combination of operational, data and technology expertise. The portfolio currently focuses on the automotive, home and military verticals, and includes The Drive, BobVila.com, The War Zone and Task & Purpose, among others. Since acquisition, these brands have been strategically building market-leading positions, optimizing cash flow, and transforming their category in the digital content landscape. North’s investment team has extensive experience in the intersection of technology, data and media as private investors and operators. North, based in Miami and with offices in San Francisco and New York, will continue making strategic acquisitions across the digital media and technology landscape.

The deal comes as Bonnier’s parent company, Stockholm’s Bonnier, has been moving to exit from the US media market. In September 2020, the Oaklins team advised the company on the sale of its Motorcycle Group’s digital assets to fintech company Octane.

One of Oaklins’ TMT teams in New York acted as the exclusive financial advisor to Bonnier Corporation in this transaction.