French equity group Apax Partners has announced that it plans to revamp its corporate identity, branding and logo. The group performed strongly in 2020, with its portfolio increasing by 20% compared to 2019. Its assets are valued at $4.5 billion ($5.5 billion) and the company earned €266 million ($324 million) in disposals.

Apax Partners specialize in mid-cap companies and now has 34 investors in France. Apax Partners started investing in small-cap businesses last year, beginning with the acquisition of EPF partners, now named Apax Development. Following the acquisition, the group launched a new fund dedicated to life insurance contracts called Apax Private Equity Opportunities (APEO) in November.

“We firmly believe in democratizing access to private equity and extending our market positioning to include retail clients,” said CEO Eddie Misrahi. So far, Apax has seen a successful 2021 with four investments planned for its mid-market IX fund and three investments expected for its X fund.

Apax Partners’ new logo, a double X, signifies the group’s identity as a growth multiplier for companies. Its mission is founded on 4 principles: passion, excellence, trust and team spirit, values captured by its new tagline, “You’re in good company.” Its new bright green branding is based on the group’s commitment to help “entrepreneurs by providing the expertise, support and financing they need to achieve sustainable growth.”

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