BGF takes a slice out of Manchester’s KOMI Group

Sam Lenehan and Andrew Trotman

Manchester-headquartered social media firm, KOMI Group, is stepping up its expansion plans after taking a significant investment from private equity firm, BGF.

The deal will provide the group with support as it continues to identify growth opportunities through investment in existing channels alongside strategic acquisitions.

The 80 plus team is led by founder and CEO Andrew Trotman and MD Sam Lenehan.

Founded in 2015, KOMI has built its reputation on creating and building social channels, such as It’s Gone Viral and Happiestand boasts a community of over 40 million followers across 12 brands.

The business partners with brands including TikTok, Disney, DPD,, Wejo and content creator Arron Crascall, working with content creators, brands, media agencies and production houses to drive social media strategies that deliver against a business’ objectives.

In addition, it licences expertly curated content utilised by the world’s biggest media outlets and supporting influencers’ content generation.

In addition, KOMI Group’s original founders Ryan Williams and Matthew Thomas will be stepping away to pursue other interests.

Andrew Trotman, CEO & co-founder, KOMI, said: “The business has experienced huge progress and considerable growth over the past few years, and we believe we have a significant opportunity to scale by working with more brands and individuals who could benefit from our creativity and reach.

“To do that, it’s crucial that we continue to invest in our people and emerging platforms, so we retain the innovative approach and commercial results KOMI is known for.”

Sam Lenehan, MD, KOMI, added: “As a business, we pride ourselves on serving our people and our clients. It was super important for us to partner with a supportive investor that had a strong track record, that shared our values and that believed in the importance of the growing creator economy.

“Culture and personality are also key – we wanted to find a partner we could trust, that could add value to what we’re already doing and that we’d enjoy sharing our growth journey with. BGF ticked every box and we’re looking forward to a successful partnership.”

Rhys Davenport led the deal for BGF with investor Courtney Walker.

Rhys added: “With Andrew and Sam at the helm, we’re backing an ambitious and capable management team to expand a business already delivering world-class creative for brands, people and publishers. We’re excited to add value beyond the deal through BGF’s track record in scaling digital media, creator economy businesses, such as London and LA-based influencer brand agency, Genflow.”

KOMI was advised by Kaine Smith at Rickitt Mitchell.

Kaine added: “With the benefit of BGF’s investment and support, KOMI is now ideally placed to accelerate its already impressive growth trajectory. It has been a pleasure to support Andrew and Sam on the transaction.”

Advisers to the deal included:

For BGF: Legal – Squire Patton Boggs (Matt Canipa, Millie Woodruff and Tom McClusky), Tax – Hurst (Adrian Young and Sarah Haley), ESG – Apex, FDD – Mark Wasley.

For KOMI: CF – Rickitt Mitchell (Kaine Smith and James Kidner), Legal – Eversheds (Lizzy Tindall and Jonathan Edwards) and Tax – MSA Law (Bernard McIlroy and Fiona Sutherland).

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