STRATEGY THE PRIVATE IPO® TEAM PORTFOLIO NEWS PODCAST CONTACT New Heritage Capital Invests in Icelandirect By nhc Posted August 11, 2021 In Icelandirect, New Heritage Capital BOSTON, MA – (BUSINESS WIRE) August 11, 2021 – New Heritage Capital (“Heritage”), a Boston-based private equity firm, is pleased to announce a new platform investment in Icelandirect (“Icelandirect” or the “Company”), a leading importer, manufacturer and packager of marine oils and other nutraceutical products. Icelandirect has proven to be an invaluable partner for its customers, with extensive in-house formulation & packaging capabilities, a reputation for sourcing high-quality, hard-to-find ingredients from its global supplier base, and ability to meet fast turnaround times. Brown Gibbons Lang & Company (BGL) acted as financial advisor to the Company in the sale transaction. Heritage completed the investment through its unique Private IPO® solution, which leaves operating control in the hands of the Icelandirect’s reinvesting co-founders, while providing them with the desired liquidity and financial flexibility to accelerate future growth. Since its inception in 2010, the Company has expanded its offering of hard-to-find marine oils and other nutraceutical products while growing its customer base by delivering world-class service. “When we began the search for a partner, we were hoping to find someone who could help take our business to the next level, but not at the expense of our culture and commitment to customer success,” said Mark Stenberg, co-founder and retiring CEO of Icelandirect. “I am excited to support this next phase of Icelandirect’s growth as a member of the Company’s Board of Directors.” “We are thrilled to be partnering with Heritage, who is supportive of our vision for the future,” added Brandon Miller, co-founder and newly appointed CEO of the Company. “We look forward to working with the Heritage team to execute on our exciting growth objectives.” Melissa Barry, Partner at Heritage added, “We could not be more excited to partner with Brandon and the entire team at Icelandirect to help drive continued growth in the business. We’re impressed with Icelandirect’s position as an invaluable partner to its customers, and look forward to supporting the Company as it continues to diversify its ingredient offering and expand its in-house capabilities.” About Icelandirect Founded in 2010, Icelandirect has quickly grown from an importer of Icelandic fish oils to a diversified importer, manufacturer, and packager of marine oils and other nutraceutical products. The Company’s customers have come to rely on Icelandirect for its ability to source hard-to-find ingredients, full offering of custom formulation & packaging services, and unparalleled customer service. About New Heritage Capital New Heritage Capital is a Boston-based private equity firm with a twenty-year history of partnering with growing, middle market, founder-owned businesses. With its innovative investment structures like the Private IPO®, Heritage provides founders with a combination of liquidity and growth capital while allowing founders to maintain control of their business. With decades of experience at managing growth, Heritage gives its partners the strategic, operational and financial guidance to help its companies reach their growth objectives. CONNECT CATEGORIES Carnegie Centra Industries Continental Services Covalent Health DeWinter Group EPTAM Precision Execu I Search Group Flying Colours FMS Solutions Icelandirect New Heritage Capital OneSource Distributors REACH Air Medical Services Rhythmlink Welcome Dairy ARCHIVES Archives Select Month October 2021 August 2021 July 2021 May 2021 April 2021 February 2021 December 2020 October 2020 August 2020 March 2020 January 2020 September 2019 July 2019 May 2019 April 2019 March 2019 February 2019 January 2019 December 2018 November 2018 September 2018 July 2018 May 2018 April 2018 March 2018 February 2018 January 2018 October 2017 September 2017 August 2017 February 2017 October 2016 August 2016 February 2016 January 2016 September 2015 August 2015 May 2014 December 2012 August 2012 May 2012 November 2011 October 2011 January 2011 November 2009 October 2007 New Heritage Capital specializes in investing in founder- and entrepreneurial-owned businesses. We partner with founders that want to significantly grow their businesses, offering them innovative minority recapitalization and growth equity structures that allow them to meet their liquidity needs while retaining control and large equity ownership. CONTACT New Heritage Capital Prudential Tower 800 Boylston Street Suite 2200 Boston, MA 02199 617.439.0688 617.439.0689 newheritagecapital.com RECENT NEWS Carnegie Announces Acquisition of mStoner October 7, 2021 New Heritage Capital Invests in Icelandirect August 11, 2021 DOWNLOAD PDF INVESTOR LOGIN CONNECT © 2021. New Heritage Capital. All Rights Reserved. Website Design.