NPD Group to be acquired by private equity firm

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NPD Group, the Port Washington-based market research company, is being acquired by private equity firm Hellman & Friedman. 

Terms of the deal were not disclosed, however, NPD Executive Chairman Tod Johnson and CEO Karyn Schoenbart would retain a minority stake in the business and continue to serve on the NPD board of directors, according to a company statement. 

Founded in 1966, NPD is currently the eighth largest market research company worldwide, with operations in the Americas, Europe, and Asian Pacific regions, covering more than 20 industries. The firm currently serves more than 2,000 customers in 19 countries. NPD plans to remain at its headquarters at 900 W. Shore Road.

Throughout its history, NPD has introduced several innovations in traditional and digital research, including launching the first point-of-sale tracking services for general merchandise sectors, developing in-home scanning technology and online surveys, creating digital measurement methodology, and building the first receipt-based market measurement system. 

“As a leading source of market information and advisory services for general merchandise and foodservice, NPD is committed to helping our clients and the industries we serve achieve data-driven growth for many years to come,” Johnson said in the statement. “H&F shares our focus on long-term growth and has the resources and expertise to not only continue but also accelerate NPD’s momentum and long track record of success.”  

Blake Kleinman, a partner at H&F, said rapidly evolving consumer expectations and the growth of e-commerce have been accelerating the pace of change in the retail landscape. 

“In an environment of unknowns, the ability for companies to use omnichannel analytics to measure and improve performance is more important than ever before, and NPD is extremely well positioned to provide these critical insights to its customers and retail partners,” Kleinman said in the statement. 

Following completion of the notification and consultation process with NPD’s employee-works council, H&F and NPD’s shareholders are expected to enter into a definitive sale agreement. The transaction is expected to close by the end of 2021.