Case study · Brooks Australia → Ei Electronics
Brooks Australia, the leading supplier of fire detection products in Australia and New Zealand, was acquired by Ei Electronics. Exit Advisory Group's five-year engagement delivered an offer almost 45% above initial valuation estimates, with a sale completed 10 months after going to market.
Lead adviser: Simon Bedard
The business
Brooks Australia: the leading supplier of fire detection products to the residential and commercial sectors in Australia and New Zealand, family-owned and into its second generation at the point of engagement.
The family wanted a buyer ready to fund the next phase of growth and willing to respect the legacy that had been built. They engaged Exit Advisory Group to manage the valuation, the lift in value and ultimately the sale.
The challenge
After more than four decades of family ownership, the second-generation owners faced two parallel realities. Personal and family interests were evolving, and taking the business to the next level would require more money, time and effort than the family was prepared to invest.
The family wanted a buyer ready to fund the next phase of growth and willing to respect the legacy that had been built. They engaged Exit Advisory Group to manage the valuation, the lift in value and ultimately the sale.
What Exit Advisory Group did
The engagement started with a valuation report that set an evidenced baseline and a clear target to build toward.
Specific recommendations to lift transferable value were implemented over the following years, so the business that went to market was demonstrably stronger.
The business was positioned to strategic acquirers. Ei Electronics' European-manufactured product and Brooks' distribution network were a clean fit.
The final offer came in almost 45% above initial estimates, with a transition designed to protect the Brooks brand, the team and the customer base.
Read more about the VALUE360™ framework.
Why the strategic premium
The leading fire-detection brand across Australia and New Zealand, into its second generation.
An established sales and distribution network with an experienced team.
Deep customer and channel relationships built over four decades.
A market underpinned by mandated smoke-alarm compliance and a product-replacement cycle.
Why it was a strategic asset
Few players offered a full home-and-commercial range and a national leadership position. That combination is what a strategic buyer pays a premium for.
Category leaders, single segment
Full home + commercial range, national market leader
Fragmented small players
Broad range but sub-scale
Product breadth →
The outcome
Initial valuation
Final deal
Relative uplift only — no dollar figures or sale price shown for a named client.
10 months
market to completion
Ei Electronics
strategic acquirer
Brooks Australia secured an offer that exceeded initial estimates by almost 45%. The business was sold to Ei Electronics 10 months after officially going to market, with a transition designed to protect the Brooks brand, the team and the customer base as the new owner planned cloud-based product expansion.
How it ran
Exit Advisory Group’s sell-side process, from valuation to completion.
Valuation
Evidenced baseline and value-lift plan
Value-building
Recommendations implemented over the engagement
To market
Information Memorandum; positioned to strategic buyers
Buyer engagement
Targeted acquirers, including Ei Electronics
Indicative offers
Non-binding offers received, reviewed and refined
Due diligence
Confirmatory DD under a period of exclusivity
Completion
Sold almost 45% above the initial valuation
“This is a very positive development for Brooks and in many ways a natural evolution for us. Down through the years Ei has delivered best-in-class European-manufactured product. We in turn have built a first-class sales and distribution network in this region, backed up by an experienced team. I'm confident that this signals the beginning of a new phase of successful growth for Brooks.”
Cameron Brooks
Managing Director, Brooks Australia
Common questions
More case studies
$3M → $15.5M (5× uplift)
From a $3M offer to a $15.5M strategic deal
Confidential automotive software business
An Australian automotive software business held an unsolicited $3M offer. Exit Advisory Group repositioned the business, ran a competitive process and closed a $15.5M strategic acquisition: a 5× uplift on the opening offer.
Lead adviser: Mark Levitt
Read the Software (SaaS) case study
9 months to close, global strategic acquirer
Acquired by Bentley Acceleration Initiatives in 9 months
Eagle.io
Eagle.io's cloud-based environmental IoT platform was acquired by Bentley Acceleration Initiatives, the strategic investment fund of Bentley Systems. Exit Advisory Group ran the process from engagement to close in nine months.
Lead adviser: Mark Levitt
Read the Software (SaaS) / Environmental IoT case study
Acquired by AGL, one of Australia's largest energy providers
Acquired by AGL to scale Australia's bioenergy capacity
Energy360
Energy360, an Australian biogas systems provider, was acquired by AGL. The transaction aligned with AGL's strategy to meet rising demand in the bioenergy industry and contribute to a zero-carbon future.
Lead adviser: Simon Bedard
Read the Renewable Energy case study
Tell us where you are. We'll tell you what's possible. Or call us directly on 1300 133 540.
Last updated . Case studies are reviewed at least quarterly; figures are taken from the original engagement and have not been embellished.