Seroyal Holdings L.P. Acquires Pharmax LLC

April 30, 2009

NEW YORK, April 30, 2009 — Seroyal Holdings L.P. (“Seroyal” or the “Company”), a portfolio company of Bruckmann, Rosser, Sherrill & Co. (“BRS”) today announced it has acquired Pharmax LLC, a provider of high-quality nutritional supplements to health care practitioners in the U.S. With this acquisition, Seroyal expands its product offering to practitioner clients through the addition of “Pharmax” branded research-based nutritional supplements.

Seroyal, headquartered in Richmond Hill, Ontario, sells branded nutritional supplements and homeopathic remedies to health care practitioners in Canada and the U.S. The Company’s customers include naturopathic doctors, nutritionists, chiropractors, MDs, acupuncturists, homeopaths and other practitioners. Seroyal sells nutritional supplements under its proprietary Genestra and Pharmax brands and homeopathic remedies manufactured by Unda SA of Belgium under exclusive distribution agreements for Canada and the U.S.

BRS, founded in 1995 and headquartered in New York, specializes in management buyouts and recapitalizations of high quality, middle market companies with strong market positions and/or growth potential. BRS currently manages approximately $1.4 billion of committed capital in three institutional private equity funds. The principals of BRS have worked together since the mid-1980s (originally at Citicorp Venture Capital) and have collectively invested in over 60 companies with a total value in excess of $12.6 billion. BRS currently has investments focused predominantly in the consumer products and services areas. For more information, visit


Paul Kaminski – Bruckmann, Rosser, Sherrill & Co., 212-521-3700