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SALE OF TSR CONCRETE COATINGS

BERTRAM CAPITAL HAS INVESTED IN TSR CONCRETE COATINGS


Birmingham, Michigan – April 1, 2022 – Angle Advisors is pleased to announce that Bertram Capital (“Bertram”) made an investment in Lena, IL-based TSR Concrete Coatings (“TSR” or the “Company”), a provider of residential concrete coating solutions for garages, patios, pools, and basements. Angle Advisors acted as the exclusive investment banking advisor to TSR, which adds to the firm’s high level of activity in the direct-to-consumer home improvement services industry.

"TSR is one of the fastest growing brands in the home improvement industry and has developed market leadership positions across their core geographies. The Company’s success is a result of their innovative customer acquisition strategy, professional installation process, and strong service-oriented business model” said Tom Beerle, Partner at Bertram Capital. “We are excited to partner with Jeff Gear and the entire TSR team. Jeff has built an exceptional platform where we see tremendous opportunities for Bertram Labs, our in-house technology team, to augment TSR’s digital capabilities and continue driving increased awareness for the brand.”


The Company, which sells under the TSR, Icon, and Legacy brand names, delivers concrete coating solutions to customers with efficient installations and best-in-class products. TSR’s skilled technicians are internally trained and experienced with the Company’s fast curing, advanced polyurea formulas. Customer inquiries, questions, and feedbacks are addressed by TSR’s knowledgeable, in-house sales teams who are based at each of their branch locations. By offering durable, long-lasting floor finishes through one-day installations, TSR is highly reviewed and recommended by their customers.


“The TSR Concrete Coatings team is excited to partner with Bertram Capital to pursue the next phase of our growth,” said Jeff Gear, Founder and Chief Executive Officer. “During the sale process, Bertram demonstrated a clear understanding of our brand, service offering, and adoption trend for concrete coatings. We look forward to collaborating with Bertram and achieving our collective goals for the Company’s future.”


Jeff Gear also commented “As a first-time seller, I was surprised how much preparation, market analysis, financial diligence and negotiation goes into selling a business. Angle worked diligently to achieve a great result for myself and the other shareholders and provided valuable guidance that made a complex and nuanced process successful. I greatly appreciate their experience working with direct-to-consumer businesses, deep relationships throughout the industry and their dedication to TSR.”


TSR Concrete Coatings is a leading residential services installer of floor coatings. Based in Lena, IL and operating eleven locations across multiple states, the company provides concrete coating solutions for garages, basements, patios, pools, driveways, and other in-door and out-door areas. They operate professional and service-oriented install teams and are highly reviewed and recommended by customers. For more information, please visit www.tsrconcretecoatings.com.


Bertram Capital is a private equity firm targeting investments in lower middle market companies. Since its inception in 2006, the firm has raised over $2.2B of capital commitments. In addition to supplying strategic growth capital, Bertram Capital leverages proprietary processes and services, Bertram High-5 and Bertram Labs, to empower its portfolio companies to unlock their full business potential. The Bertram High-5 is an operationally focused value creation strategy, which includes management augmentation, operational initiative implementation, complementary business acquisition, sales and marketing improvements while leveraging technology and IP. The cornerstone of this strategy is Bertram Labs, its in-house technology team, which seeks to drive growth and value through digital marketing, e-commerce, big data and analytics, application development, and internal and external platform optimization. For more information, please visit www.bcap.com.


Angle Advisors, with offices in the United States, Germany, and China, specializes in mergers and acquisitions and capital raising. The firm’s professionals have completed 254 transactions since 2009 for multinational corporations, privately-held companies, private equity funds, and public sector clients. For additional information, please visit www.angleadvisors.com.

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