New Heritage Capital Invests in Brilliant

Brilliant, a global provider of corporate gifting and branded merchandise solutions, announced a new partnership with and a majority investment by New Heritage Capital, a Boston-based private equity firm focused on partnering with high-growth, founder-owned businesses.

The investment was structured using Heritage’s Private IPO solution, which leaves operating control in the hands of current Brilliant management while providing the financial flexibility to accelerate future growth. Terms of the transaction were not disclosed.

Founded in 2015, Brilliant offers a broad suite of corporate gifting and branded merchandise solutions, powered by its proprietary technology platform, and a global fulfillment infrastructure providing worldwide reach to its customers.

Millie Tadewaldt, founder and CEO of Brilliant, said, “I am incredibly proud of what the Brilliant team has built over the past nine years and am excited to lean into making it easier for even more companies to benefit from the ROI of gifting at scale. We will continue to deliver the best corporate gifting and branded merch platform to our clients as we help them bring their brands to life, drive personal connections on a global scale, and make the gifting experience delightful for both sender and recipient. Heritage has substantial experience in scaling businesses like ours, and we are confident they will help to accelerate our growth.”

Judson Samuels, partner at Heritage, said, “We are big believers in the Brilliant team and are incredibly impressed by what they have built. They have developed a fully integrated corporate gifting solution that stands out in the field of pure-play tech companies and legacy promotional marketing firms. This differentiation has allowed them to drive customer satisfaction and take market share from their competitors. We see a tremendous opportunity to continue building on what they offer to both existing and new clients.”