Norwest Equity Partners (NEP), a middle-market private investment firm, has acquired E-Z UP, a manufacturer of pop-up canopy tents and portable shade solutions, from Beach Point Capital. The investment will support E-Z UP’s next phase of growth, focusing on expanding its business-to-business operations, developing new products, strengthening sales and marketing, and pursuing strategic acquisitions.
Founded in 1983 and headquartered in Norco, California, E-Z UP invented the portable pop-up canopy tent and has spent more than four decades developing products for commercial, industrial, recreational, and international markets.
The company sells its products in more than 60 countries, and its customer base includes numerous Fortune 500 companies. E-Z UP maintains a portfolio of nearly 100 patents, reflecting its history of developing portable shade and shelter systems.
Operating under its established identity as “The Original Instant Shelter,” E-Z UP designs and manufactures instant shelters, canopy tents, tables, flags, banners, and related accessories. Its products serve a range of applications, including corporate marketing and branded events, industrial worksites, sporting and athletic events, and outdoor recreation.
A central component of the company’s operations is its 135,000-square-foot headquarters and manufacturing facility in Norco, California. The facility supports E-Z UP’s vertically integrated operating model, with customization and fabric finishing performed internally. These capabilities allow the company to provide branded and customized products while maintaining control over important aspects of its manufacturing process.
E-Z UP operates through four principal sales channels: B2B, Industrial, Outdoor Recreation, and International. This diversified approach allows the company to serve commercial customers, industrial users, event organizers, and individual consumers across different markets.
For NEP, the acquisition provides an opportunity to invest in an established brand with a diversified customer base and an existing manufacturing and distribution platform.
The investment firm’s growth strategy will focus particularly on expanding E-Z UP’s B2B business through organic growth and acquisitions. Potential development initiatives include broadening the company’s product portfolio, expanding its sales and marketing activities, and increasing penetration across existing and emerging distribution channels.
The acquisition also provides E-Z UP with access to NEP’s experience supporting companies in industrial and specialty distribution.
NEP’s related investment experience includes partnerships with MDC Interior Solutions, Momentum Group, and Stanton Carpet, businesses operating in markets that combine specialized products, distribution capabilities, and commercial customer relationships.
The firm intends to apply its operational and investment experience to support E-Z UP’s continued development while working alongside its existing management team.
Eric Hernandez, CEO of E-Z UP, will lead the company’s next phase of growth in partnership with NEP.
The investment follows more than four decades of development for E-Z UP, which began when its founders created the original portable pop-up canopy tent in a Southern California garage. Since then, the company has expanded into a global supplier of portable shelter products and accessories, serving customers across numerous commercial and recreational applications.
Its established brand recognition, in-house customization capabilities, and diversified sales channels provide a foundation for further expansion.
For NEP, the transaction aligns with its strategy of investing in growing and profitable middle-market companies across business services, consumer services, consumer products, and industrials. The investment firm has operated for more than 65 years and invests nationally from its offices in Minneapolis and West Palm Beach.
Following the acquisition, NEP and E-Z UP intend to pursue opportunities to strengthen the company’s commercial market position while expanding its products, capabilities, and customer relationships.
Support: Winston Taylor LLP served as legal advisor to NEP, while Kroll Investment Banking advised E-Z UP on the transaction.
KEY QUOTES:
“We are very excited to partner with NEP on our next chapter of growth. We share a clear vision for further investing in our B2B business – both organically and through acquisitions. I’m excited to work with NEP to accelerate that growth as we look to further expand products and capabilities over time.”
Eric Hernandez, CEO of E-Z UP
“This deal is a great example of NEP’s approach at its best – deep business model expertise informing our conviction in E-Z UP, paired with the value creation approach we bring to every portfolio company. We look forward to putting both to work alongside the management team.”
Eric Frueh, Principal at Norwest Equity Partners
“E-Z UP is the category-defining brand in instant pop-up canopies, with a level of customer loyalty and brand recognition that is rare in a market this fragmented. We were drawn to the durability of the business – its custom printing, asset light manufacturing, and diversified channel mix – and we’re excited to partner with Eric and the team to invest behind that foundation.”
Tony Armand, Partner at Norwest Equity Partners
