Nature of Business

Manufacturer and distributor of clay pigeon shooting target launchers/traps.

Description of Deal

Realised in 2015. The sale represents a 2x money multiple on NVM's original investment.


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NVM Private Equity (NVM) has exited from Promatic, a leading manufacturer of automatic clay shooting traps used worldwide, to a syndicate led by Promatic senior management and including CCI International, a manufacturer and distributor of clay pigeon targets. The sale represents a money multiple of two times money on NVM’s original investment.

NVM invested in Cheshire based Promatic in 2007, to support its management buy-out and allow the business to leverage its brand in both existing and new markets globally. For over 25 years, Promatic has been designing and fabricating market leading automatic clay machines and associated shooting equipment for the world’s most prestigious shooting clubs and grounds. Since the business’ inception in 1985, Promatic has built-up a reputation for manufacturing quality equipment; some of their first machines are still in use at commercial facilities in over 60 countries worldwide.

For clay shooting devotees it is highly likely that the targets presented at shooting grounds or competitions are thrown from Promatic traps, making the brand a household name within the shooting industry. In 2014, it was reported that in the UK at least 600,000 people shoot clays and live quarry, and that the UK shooting industry is currently worth £2 billion a year to the UK economy.

East Midlands based CCI International has been manufacturing clay pigeon targets since 1982 and is the market leader for these products in the UK. Promatic’s new partnership with CCI International will form a one-stop-shop for all clay pigeon shooting products and services.

“I welcome Johnny Goodhart and the team from CCI to our board, and look forward to expanding our market worldwide utilising the synergies of the different products of both companies. This is a fantastic opportunity to better serve the clay shooting industry with quality clay traps, clay targets and other shooting equipment. Combining the experience of Promatic and CCI, we can better equip the industry with quality and innovative products that will meet the needs of customers and shooters alike.”

Brian Jardine, CEO of Promatic