DayMen Photo Marketing LP is the trademark holder of Lowepro, the worldwide leading brand of protective carrying bags and packs for imaging and electronic equipment. DayMen and its subsidiaries oversee the design, manufacturing, marketing and merchandising of Lowepro products, which are distributed through DayMen's wholly-owned operations in six major countries as well as through third party distributors in over 100 countries. In addition to Lowepro branded products, the DayMen companies distribute a number of other photographic and consumer electronic products and accessories in the imaging and photography industries.
The DayMen investment in July 2005 was an opportunity to support the transition of the business from its entrepreneurial founders to new independent management. TorQuest was also attracted to the company’s clear prospects for growth driven by worldwide trends in the imaging market, the growing importance of photographic accessories to retailers, and Lowepro’s leading market position and reputation for quality and innovation. TorQuest identified several opportunities to accelerate growth through expansion into additional retail channels and through acquisition of complementary brands. Increasing the mix of business toward owned brands was also a value creation opportunity.
Under TorQuest’s ownership, DayMen transitioned to an exceptional new management team, expanded its worldwide distribution, increased global market share, and acquired two new brands. Sales and earnings grew substantially. In September 2010, TorQuest sold DayMen Photo Marketing LP to Brockway Moran Partners. Including previous distributions and proceeds from the sale of the company, TorQuest achieved a return of 3.1x on invested capital and a gross IRR of 32%.
Trademarks owned by the respective companies