Case Study: Sale of Logpile.com

Sector: E-commerce / Timber & Wood Products Transaction

Type: Share Sale

Sale Adviser: Simon Tomkins

BACKGROUND

Logpile.com was established in 2021 to supply and deliver 100% hardwood kiln-dried logs direct to customers’ doors during the global pandemic. Georgia Greenwood joined the business at an early stage, working closely with the founder and quickly taking responsibility for warehouse operations.

In 2022, when the founder decided to step away, Georgia acquired the business and became Managing Director. Under her leadership, online sales grew rapidly, transforming Logpile.com into one of the UK’s largest online log retailers.

THE DECISION TO SELL

By 2023, Georgia recognised that remaining competitive would require the business to expand into manufacturing its own wood products. This step fell outside both her personal ambitions and technical skillset. She therefore made the strategic decision to sell the business to an owner with experience in manufacturing and supply.

Georgia approached several business brokers for advice before appointing Simon to advise on the sale.

THE SALES BRIEF

Georgia had two clear objectives:

• To keep the business local

• To protect her employees and minimise disruption to their working lives

Simon carried out a full valuation of the business, which aligned with Georgia’s expectations. He also advised on deal structure, including negotiating a separate post-completion remuneration package for Georgia to support the transition.

Georgia had already identified a small number of potential buyers. Simon approached these parties alongside a discreet open-market process. This generated a wide range of interest, including buyers with strong e-commerce experience but limited sector knowledge. Simon filtered proposals carefully, providing clear, honest feedback and ensuring only the most suitable buyers progressed.

He supported Georgia through buyer meetings, set expectations in advance, and acted as a neutral intermediary where prior relationships existed. Simon led negotiations on price and terms, managed buyer due diligence, and successfully navigated a complex legal dispute involving minority shareholders—negotiating a settlement on Georgia’s behalf to keep the transaction on track.

A SUCCESSFUL OUTCOME

In October 2023, Logpile.com was sold to its existing wood supplier and manufacturer—a local, family-owned business with ambitious growth plans. The transaction completed in just four months.

Operations relocated a short distance from the original site, the workforce doubled, and Georgia remained with the business for 12 months post-completion to ensure a smooth handover. She then went on to fulfil her long-held ambition of travelling around Australia.

CLIENT TESTIMONIAL

“When I typed ‘How to sell a business’ into Google, there were so many options. I contacted several brokers and Simon was the only one who truly took me seriously. Some sent brochures, others had brief phone calls, but Simon offered to meet me in person and really understand my business.

Having Simon in my corner was like having a ready-made support network. I could ask him anything and he always gave honest, practical advice. He asked the right questions early on, which meant he could handle negotiations confidently while I focused on running the business.

One of the most valuable pieces of advice was around how long I should stay on after the sale. Simon negotiated a 12-month period when the buyers wanted me for much longer. That experience was invaluable.

When things get tough, Simon is incredibly positive and reassuring. As well as being my business broker, he’s someone I now trust for professional advice.”

— Georgia Greenwood, Former Managing Director