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KidKraft Announces Lawrence Writer Promoted to Chief Executive Officer; Matthew Rubel Joins Board of Directors as Executive Chairman

DALLAS--(BUSINESS WIRE)--KidKraft, Inc. (“KidKraft”) announced today Lawrence Writer has been promoted to Chief Executive Officer and will serve as a member of the Board of Directors. Additionally, Matthew E. Rubel will also join the Board of Directors as Executive Chairman.

“We are excited to welcome Matt to the KidKraft team, and we are confident that his deep experience in strategy, retail and brand development make him an excellent choice to lead our Board of Directors.”

KidKraft is a globally recognized leader in the toy and juvenile products industry and is committed to creating wonder-full experiences and play destinations through its award-winning play products for the playroom, family room and backyard. The company has a strong global footprint with products available in over 90 countries around the world. KidKraft strives to create ultimate destinations for kids to live, learn, play and explore.

Mr. Writer joined KidKraft in January 2016, and served most recently as President and Chief Financial Officer. Prior to joining KidKraft, Mr. Writer served as Chief Operating Officer & Chief Financial Officer for Louisville Slugger where he led the company through the successful sale to Wilson Sporting Goods in 2015. He has also previously held leadership positions at Goldman Sachs, The Carlyle Group, AlixPartners, and Wells Fargo.

Said Mr. Writer, “This is an exciting time for KidKraft as we enter our 50th year; I am thrilled to have the opportunity to lead our Company into its next chapter of growth.”

With the addition of Mr. Rubel as Executive Chairman, KidKraft is well positioned to continue its rapid global expansion. “We are excited to welcome Matt to the KidKraft team, and we are confident that his deep experience in strategy, retail and brand development make him an excellent choice to lead our Board of Directors.”

Mr. Rubel most recently served as CEO, President and board member of Varsity Brands, and has successfully served as Chairman and CEO of Collective Brands and Cole Haan. In addition, Mr. Rubel has held key leadership roles at J.Crew, Revlon and Tommy Hilfiger. Commented Mr. Rubel, “KidKraft is a company that is forging ahead with an impressive portfolio of consumer-driven products and a deep understanding of the modern retail environment.”

KidKraft was acquired by MidOcean Partners (“MidOcean”), a premier middle market private equity firm focused on consumer and business services, in July 2015.

About KidKraft, Inc.

KidKraft is a global leader in the toy and juvenile products industry and is committed to creating wonder-full experiences and play destinations through its award winning play products for the playroom, family room and backyard. Since 1968, KidKraft has had an unwavering focus on design, and high-quality products that support traditional play patterns. KidKraft’s headquarters are in Dallas, Texas, with other global offices and operations. In July 2015, KidKraft was acquired by MidOcean Partners, a premier middle market private equity firm focused on consumer and business services. In September of 2016, KidKraft acquired Solowave Design Inc., a leading manufacturer of ready to assemble outdoor wooden play centers and playhouses under the Big Backyard® and Cedar Summit® brand names. KidKraft serves more than 2,800 retailers and eTailers globally and its products are available in over 90 countries worldwide. Visit www.KidKraft.com for more information.

About MidOcean Partners

Established in 2003, MidOcean Partners is a premier New York-based alternative asset manager that specializes in middle market private equity and alternative credit investments. Since inception, the focus of the private equity funds has been on high-quality middle market companies in the U.S. with attractive strategic, operational and financial growth opportunities in the Consumer and Business Services sectors. MidOcean Credit Partners was launched in 2009 and manages approximately $6.4 billion across a series of alternative credit strategies, collateralized loan obligations (“CLOs”), and customized separately managed accounts. For more information, please visit www.midoceanpartners.com.

Contacts

KidKraft
Amy Power, 214-693-2146
amy@thepowergroup.com
or
Andy Shane, 214-498-4915
andy@thepowergroup.com
or
MidOcean
Gasthalter & Co.
Nathaniel Garnick/Amanda Klein, 212-257-4170
midocean@gasthalter.com