Friend Skoler

Friend Skoler & Co., Inc. is a private equity firm based in Saddle Brook, New Jersey, founded in 1998 by Alexander Friend and Steven Skoler. The firm specializes in investing in mid-stage and later-stage companies, focusing on buyouts, add-on acquisitions, and growth capital investments. Friend Skoler typically invests between $3 million and $20 million in companies with enterprise values ranging from $10 million to $100 million, revenues between $10 million and $150 million, and EBITDA of $2 million to $20 million. The firm aims to maintain significant ownership stakes, often taking board positions in its portfolio companies, and encourages management to invest in their own businesses through equity participation and incentive programs. With a strong emphasis on collaboration with experienced management teams, Friend Skoler has successfully completed numerous transactions, allowing it to position itself as a value-added partner in the middle market sector.

Alexander Friend

Managing Director&Co-Founder

Steven Skoler

Managing Director&Co-Founder

4 past transactions

Iconic Group

Debt Financing in 2014
Iconic Group, Inc. is a photography company that specializes in professional event photography services across the United States, Canada, and Europe. Founded in 2007 and based in Atlanta, Georgia, the company offers a range of services, including photography for college graduations, endurance races, and holiday events at shopping malls. Additionally, Iconic Group provides a photo reservation system that enables visitors to schedule their visits to malls at preferred dates and times. The company's diverse client base includes colleges, universities, sororities, fraternities, high schools, endurance race organizers, and mall developers. Formerly known as Event Photography Group, Inc., the company rebranded to Iconic Group, Inc. in February 2016 and operates as a subsidiary of Raymond James Financial, Inc.

Slime

Acquisition in 2006
Since 1989, Slime has been committed to providing their customers with high quality, innovative tire care products. As the worldwide leader in tire care, they offer a complete line that allows us to present retailers and distributors with a category solution, while giving customers the tools they need to care for their tires, save money, stay safe and have fun. Now widely distributed in over 80 countries, the Slime brand came from humble beginnings. The first bottles of Slime sealant were blended by hand with a power drill and drywall blade in a garage on the Central Coast of California. In such close proximity to mountain biking trails and sandy dunes perfect for off-roading, it didn’t take long for the “green slimy stuff”, as it was often referred to back then, to develop a following. The Slime name stuck—and twenty years later their sealants continue to be at the heart of their business. With their Slime green sealants still being their core product, their commitment to being green continues to go deeper than the brand color. They are dedicated to creating products that are safe for the user, the tire, and the environment—as solidified by Slime’s Green Promise.

Hopkins Manufacturing

Acquisition in 2004
Hopkins Manufacturing is a prominent manufacturer and marketer of specialized products for the automotive and recreational vehicle aftermarkets. The company designs and produces a diverse range of items, including towing accessories, brake controls, fluid management components, and vehicle-to-trailer wiring connectors. Additionally, Hopkins offers auto cleaning tools, squeegees, and winter care products. With a strong focus on quality and innovation, Hopkins holds a leading market share position in several of its product segments, serving various distribution channels such as auto retail, mass merchants, e-commerce, and warehouse clubs.

United Pet Group

Private Equity Round in 1997
United Pet Group (UPG) is a prominent global manufacturer and marketer of pet supplies, catering primarily to dedicated pet owners who prioritize quality and value in the products they choose for their pets. The company offers a diverse range of items, including consumer and commercial aquatics products such as integrated aquarium kits, standalone tanks, filtration systems, fish food, and water treatment solutions. Additionally, UPG provides a variety of pet products, including treats for dogs and cats, small animal food, cleanup and training aids, as well as health and grooming products and bedding. UPG’s strategy hinges on developing high-quality branded products that resonate with consumers and can be effectively marketed through retail partnerships.
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