Clearwater has advised the shareholders of Marcadé, an agency specialised in conceptualising, producing, and staging special events for renowned luxury houses, on its acquisition by the private equity firm Trail, via its SLAM (Sport, Luxury, Art, and Music) fund, launched in December 2023.
Born in the performing arts, Marcadé has built its reputation on its ability to transcend the universes of brands by combining exceptional artistic performances and contemporary bespoke scenography for major luxury houses such as Van Cleef & Arpels, Bulgari, Cartier, Louis Vuitton, Loewe, Chopard, and Tiffany & Co.
At the end of the COVID period, the agency launched a far-reaching renewal of its offering, with a new creative direction, ISO 20121 CSR certification, and a growing number of international projects. Headquartered in France, the agency also has offices in Monaco and Shanghai. On the strength of its initial successes, the agency is now aiming to become one of the world leaders in its sector without losing its DNA. With these considerations in mind, Agence Marcadé and Trail have decided to join forces. Agence Marcadé organises around 50 events a year, with a turnover exceeding €20m in 2023.
With its expertise in brand development, particularly in the luxury sector, Trail will support Marcadé's growth strategy, whether it involves consolidating its historic expertise in fine jewellery, conquering new sectors, or accelerating its international development, particularly in the Middle East, the US, and Asia. Trail will provide its geographical support, particularly in Asia, and its powerful ecosystem in the sectors covered by its SLAM fund.
François Marcadé, president of the agency, will chair the new structure bringing together all Marcadé shareholders. As part of the deal, a number of key managers will also become shareholders in the company, demonstrating their strong conviction and commitment to the project.
