Private Equity Firm L2 Capital Refreshes Brand to Reflect Growing Partnership

Posted on: October 7th, 2022 General L2 Capital News

L2 Capital releases modernized brand refresh to match its expanded partnership after 12 Years of successful investment performance

DEVON, Pennsylvania — September 27, 2022 — L2 Capital ( was founded by long-time investor Bob Levine in 2010, and has delivered top-quartile performance since its inception. The firm invests in leading lower middle market consumer and business services companies and executes its operations-focused strategy by targeting founder and entrepreneur-led businesses that are at a transitional inflection point. Levine has carefully crafted a scalable method for success by hiring a diverse group of talented professionals to propel L2 into its next chapter. To accurately reflect the firm’s energy and commitment to expanding its portfolio and capabilities, L2 proudly announces an updated brand including a new visual strategy, logo, website, and collateral.

Commenting on the legacy his team is building, Levine said, “L2 Capital has transformed from a single-family office to an institutional private equity fund and partnership. I have been fortunate to hand-pick my partners to create complementary perspectives built from years of experience across investing and operations.” Levine’s vision was not to build just another middle market buyout firm, but to truly assemble a winning combination of diverse skillsets to differentiate in the market.

L2 Capital strengthened its investment and operations leadership with Connor McMahan, a partner who has been with L2 since 2012. Connor has served a critical role in developing and executing L2 Capital’s overall investment strategy as well as taking on interim C-level roles within the portfolio. Lorin Cassidy Wolfe, a strategic leader and former Danaher executive turned KKR portfolio company CEO, joined L2 in 2019, bringing a decade of experience as a successful business leader and practitioner of the Japanese lean tools. Appointed partner in 2020, Lorin inspires the team and portfolio with her direct leadership
approach, passion for people, and breakthrough growth framework. Finally, the team welcomed two-time e-commerce entrepreneur/CEO Peter Batushansky to complete the foursome in 2021. Peter had worked closely with Bob Levine to establish L2 and helped complete and monitor its first deals. Peter remained a trusted L2 Capital board member and advisor until re-joining the team last year. He currently serves as resident entrepreneur, e-commerce operator, and transaction partner.

L2 Capital is positioned to exceed performance expectations as it targets businesses where L2’s breakthrough growth framework and differentiated operating expertise can quickly accelerate market share gain. It is uniquely suited to appeal to founders, expedite sale processes as the partner of choice, and drive breakthrough growth of niche businesses, due to its collaborative and hands-on operating approach. L2’s straightforward investment thesis leverages a niche market leader’s strengths to double down on its core, building talent and process ‘muscle,’ while aggressively expanding into new end markets, categories, channels, and geographies – the ultimate share gain formula and path to breakthrough.

L2 portfolio company CEO Sarah Peiker of Orion Talent ( sums up what it’s like working with L2: “After working for a large public company for most of my career, I chose to join L2 as CEO of Orion Talent because L2 is not your typical ’grow at any cost‘ type of PE firm.  L2 allows CEOs to look at their business, the market, market trends and create a growth strategy that is built on strategic organic and acquisition solutions.  The strategic planning methodology that L2 provides is best in class and outperforms that of most corporations. L2 truly partners with its portfolio companies to ensure that we are laying the foundation to build strong, well-run companies with a solid platform for creating and sustaining breakthrough growth.”

With more than a decade of solid relationships built, L2 is firmly positioned to capitalize upon its strong deal flow to support its reputation for successfully partnering with founders to enhance their already successful legacies. L2 understands the needs of business leaders and investors alike offering a transparent and inclusive approach and has garnered a loyal following of high net worth, single and multi-family office investors. The company’s enthusiasm for building positive purpose companies is unmistakable, and its new branding is reflective of this enthusiasm and future growth outlook.

About L2 Capital Partners:

L2 Capital ( is a lower middle market private equity firm in Devon, PA and Miami, FL that has delivered market leading returns since 2010 by investing in niche lower middle market leading consumer and business services companies. L2 executes a differentiated operations-focused strategy by targeting founder and entrepreneur-led businesses that are at an inflection point where L2’s breakthrough growth framework and direct operating expertise can quickly accelerate market share gain.

Media contact:

Lan Huynh

610.922.4030 (o)

92 Lancaster Avenue | Suite 210

Devon, PA 19333