GE Antares backs Michigan marketing company

GE Antares Capital, a unit of GE Capital, is providing a $95 million senior secured credit facility to Dialog Direct, a data-based marketing company controlled by private equity firm Glencoe Capital. The transaction refinances the company’s senior debt and backs the acquisition of Allegra Direct Communications.

GE Capital Markets served as sole lead arranger and sole bookrunner on the facility. 

Headquartered in Highland Park, Michigan, Dialog Direct was formed through a combination of four Glencoe marketing and customer service portfolio companies: NOVO 1, Budco, South Shore Venture Enterprises and Dialogue Marketing. The resulting platform acts as a one-source provider for customer interaction. The latest addition to Dialog Direct, Allegra Direct Communications, is a customer care provider for health insurance companies.

Dialog Direct focuses on helping brands engage with their customers to attract leads, automate processes and increase sales. The company offers sales and marketing support services, including direct marketing, creative, customer service and sales, inside sales, order fulfillment, eCommerce and data analytics.

Founded in 1993, Glencoe Capital is a private equity firm focused on lead-sponsored acquisitions and growth equity investments in lower mid-market companies. The firm has completed acquisitions totalling over $1.6 billion in transaction value. Glencoe Capital currently manages three funds: the Glencoe Capital Michigan Opportunities Fund LP, the Glencoe Capital Partners II LP the Glencoe Capital Partners III LP.

With offices in Atlanta, Chicago, Los Angeles, New York, and San Francisco, GE Antares is a mid-market lender offering financing to the firm’s private equity sponsor clients.