Swander Pace Capital

Business Strategy

Swander Pace Capital, a leading private equity firm specializing in investments in consumer product companies in North America and the United Kingdom, partnered with LANE to publicly launch its sixth fund and the culmination of its very successful fundraise. LANE planned to utilize this announcement to reinforce the firm’s investment strategy and emphasize Swander Pace Capital’s positive momentum in both the U.S. and Canada. This announcement was also part of LANE’s overall work to increase the firm’s visibility and demand for its funds.

LANE developed a tiered approach to media outreach to drive positive stories in select, high-impact media outlets in the investment community. Announcement materials for Fund VI were developed to drive coverage about the fund and supplement stories with background on the firm and its positive deal-making the past 12 to 18 months. Through LANE’s pitch efforts, Swander Pace Capital spokespeople conducted embargoed interviews with two key outlets and held one post announcement interview to drive positive stories and push for premium placement of stories in selected outlets.


LANE’s dedicated PR effort has increased the visibility of Swander Pace Capital and its achievements, playing a significant role in elevating the firm’s profile and fundraising abilities in key markets and driving demand for its funds. Results for Fund VI were generated in outlets such as PE Hub, Fortune Term Sheet, PE Hub Wire, Buyouts, Alt Assets, Mergers & Acquisitions, Pitch Book, Private Equity International and The Wall Street Journal: PRO. In the last two years, LANE has elevated the media visibility of the firm from under 50 placements, related mostly to transactions, in 2014 to a total of 200 placements so far in 2016, including thought leadership and award recognition as well as transaction and fund coverage.

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