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Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Thursday, February 15, 2007

Saga about to change ownership?

In 2004 Saga was bought for £1.35bn by Charterhouse Capital Partners, a private equity group, in a deal that netted the founding de Haan family a nice little nest-egg of £1.2bn.

Since then not much has happened. The radio stations were recently sold and there has been a wholesale change of management. Otherwise it looks like business as usual. Same ‘old’ Saga.

In the last few days there has been a rumour that the company is either about to be sold or floated. The figure of £2.0 bn keeps being mentioned.

Maybe the rumour has been triggered by the merger between MyTravel and Thomas Cook. Maybe Saga’s management have had a long look at the business and decided to cut and run?

Why the company should now be worth 50% more than Charterhouse Capital Partners paid for it is beyond me. Dick Stroud

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