BWP Group to accelerate growth with strategic investment from BGF

BGF today announces its strategic investment in BWP Group, a leading marketing and brand agency, specialising in elevating destination assets.

The partnership will support BWP in expanding its footprint and enhancing its full-service capabilities. This will help solidify its position as the go-to agency for high-impact marketing in the destination asset sector, which includes shopping centres, retail outlets, and leisure and entertainment venues.

BWP also announces the appointment of Pete Edwards as Chair. Pete is a seasoned media and marketing professional, who has held various leadership roles, most recently as CEO of Spark Foundry.

Founded in 1995, BWP has achieved strong organic growth, establishing long-term partnerships with premier destinations, including Trafford Centre, Eldon Square, Lakeside, Livingston Designer Outlet, The Boulevard, Gravity, IKEA and Karcher, to name but a few. Working alongside global pension funds, fund managers, asset managers, and property managers, BWP focuses on driving growth and enhancing asset values.

By seamlessly blending creative intelligence with strategy, BWP delivers measurable commercial results, leading to increased foot traffic, revenue growth, heightened brand awareness, enhanced customer engagement, and improved conversion rates.

Partnering with BGF will enable BWP to intensify its growth through further targeted acquisitions, deepen client relationships in the UK and Europe, and explore emerging opportunities in the US market.

The funding from BGF will support BWP in investing in its people, expanding service offerings, and enhancing strategy, branding, digital marketing, social media, PR and experiential marketing capabilities. It will enable a comprehensive, multi-channel approach, backed by the team’s deep expertise in the real assets market.

The deal was led by Matthew Connor, Alex Snodgrass, Alex Chang and Adam Philippsohn, all part of BGF’s London investment team.