Kantar, the global market research firm owned by Bain Capital and WPP, is undergoing a significant restructuring, with plans to sell off its divisions piece by piece. This decision marks a departure from its initial plan for an IPO, which was abandoned due to unfavorable market conditions. Instead, the company’s owners see a divisional sell-off as a more reliable way to generate capital amid economic uncertainty.
The move signals a shift from the strategy set in 2019 when WPP sold a 60% stake in Kantar to Bain Capital, valuing the company at $4 billion. Now, the owners are exploring the sale of Kantar’s Worldpanel division, as reported by Sky News. This follows the January sale of its media division to HIG Capital, further indicating a systematic asset breakup.
This restructuring reflects evolving market dynamics and changing investor sentiment, as Bain Capital and WPP prioritize immediate financial returns over long-term strategic growth. The decision aligns with a broader trend in the industry, where private equity firms increasingly opt for asset sales to secure capital.
The impact of Kantar’s restructuring on the market research industry remains to be seen, with potential implications for competition and ownership structures. As the sell-off progresses, the company’s long-term operational future remains uncertain. However, the move highlights a growing preference for financial stability over navigating volatile IPO markets.
