Route 2 Capital Partners Finances the Purchase of Barton Watch Bands

Route 2 Capital Partners (“R2CP”) is pleased to announce the financing of the buyout of Barton Watch Bands (“Barton” or the “Company”), an eCommerce consumer products company that manufactures and sells interchangeable watch bands for a wide range of traditional and smart watches. R2CP provided debt and equity to help facilitate the purchase of the Company from its current owner / CEO, Scott Herz, who will maintain a significant equity stake in Barton going forward. R2CP invested in Barton alongside private equity sponsor, Altacrest Capital.

Headquartered in Austin, Texas, Barton is a market leader in the design, production, and sale of watch bands in a variety of styles, sizes, colors, and materials including canvas, leather, nylon and silicone. The Company sells products online via its own website,, and on Amazon’s Seller Central platform. Since its inception, Barton has demonstrated impressive growth across product lines and SKUs, while maintaining a focus on quality products and customer service.

“Our long-term relationship with Route 2 Capital allowed us to efficiently close the transaction on a shortened timeline. We are excited to partner with R2CP and Scott Herz to enhance the growth of the Barton brand,” said Tim Laczkowski, Partner at Altacrest Capital.

Herz added, “The Barton team is thrilled to be partnered with Route 2 and Altacrest in support of the Company’s accelerated growth. R2CP’s operating and transactional expertise will provide a tremendous benefit as we continue our mission to serve our passionate customer base by developing unique, high quality products with excessive attention to fashion and function.”

“We’re pleased to support Barton alongside CEO Scott Herz and also expand our longtime relationship with the team at Altacrest Capital,” notes R2CP Managing Partner Jay White. “Scott has built a great eCommerce focused business with strong customer and supplier relationships.”

Please contact Spalding White, Scott Kester, Patrick Weston, or Jay White to discuss this transaction or other investment opportunities.

About Route 2 Capital Partners

R2CP is a private investment firm providing flexible junior capital solutions to lower middle market companies, primarily in the southern U.S. The firm’s partners possess over 100 years of combined investment, transactional, and operational experience. R2CP seeks to invest in established companies with minimum annual revenues and EBITDA of $10 million and $2 million, respectively, that generate predictable and profitable cash flows. R2CP's investment proceeds will be used to execute growth and expansion plans, support business recapitalizations, and facilitate management buyouts. R2CP reviews opportunities in niche manufacturing, business and healthcare services, and specialty distribution. For more information, visit

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