New UK Private Equity firm backed by institutional funding launches in London


New UK Private Equity firm backed by institutional funding launches in London 17 January 2018
Bay Tree Private Equity Partners

UK Private Equity firm launches with commitment to entrepreneurial investing.

Bay Tree Private Equity LLP promises disruptive thinking to mid-market investment landscape.

London: December 2017

Three executives with complimentary experience in business, banking and private equity today announced the launch of Bay Tree Private Equity LLP. The move comes in response to an increasing need for Private Equity houses that can deliver more than merely an investment of capital.

Former James Villa Holidays CEO and media industry veteran Tony Wheble, and Ed Cottrell, former head of Corporate Lending at Investec, have joined forces with David Wingfield, previously a partner at Private Equity house Rutland Partners, to lead the firm. Collectively the partners have concluded in excess of 30 transactions.

Bay Tree will look to support owners and managers in the UK lower mid-market targeting businesses that generate profits between £1m and £5m. The new firm is backed by a single committed source of institutional funding: RMB Corvest.

Bay Tree Partner, Tony Wheble, said accelerating changes in the global economy were behind the decision to launch: “Business is seeing profound evolution with digital transformation, disruptive technology and marketing all being key disciplines to continues success. This means effective Private Equity now needs to offer more than capital. We believe Bay Tree is uniquely equipped to assist and support entrepreneurs as they work to build stronger and more effective businesses.”

“After 15 years providing structured debt to UK mid-market companies and working closely with Private Equity investors, we felt there was a real opportunity to offer a genuine value add to support clients in the lower mid-market by offering a trinity of operational, investment and finance services,” says Ed Cottrell, Partner, Bay Tree.

Bay Tree intends to substantially differentiate its offering through what it terms a triple view made up of Experience, Empathy and Execution. Wheble explains: “Having been on the other side of a buy-out, I understand the challenges faced by owners and managers. Bay Tree is absolutely committed to putting entrepreneurs and management teams at the centre of our business.”

Bay Tree Partner, David Wingfield, echoes this sentiment: “Business owners in the lower mid-market are, in simple terms, not offered enough choice or differentiation from the Private Equity sector. Bay Tree will introduce a genuinely different approach centred around excellence in the operating, investment and finance disciplines.”

Former Smiths Group PCL CEO, Keith Butler Wheelhouse and Kenton Fine, founder and chairman of Servest Group, will serve as Advisory Partners to Bay Tree.

Bay Tree will focus principally on Owner Transitions, Management Buyouts and Growth Capital to provide for greater depth in the servicing of entrepreneurs.


Bay Tree Private Equity LLP (FRN 788586, Partnership No. OC418686) is an appointed representative of Khepri Advisers Limited (FRN 692447), which is authorised and regulated by The Financial Conduct Authority. Khepri Advisers Limited acts as the Principal Firm to Appointed Representatives. Registered address Bay Tree Private Equity LLP, c/o Sanders, 1 Bickenhall Mansion, Bickenhall Street, London, W1U 6BP (please note this is not an office address)