Digital Fuel Capital Acquires First Impression Ironworks

Digital Fuel Capital Acquires First Impression Ironworks, a Leading Designer, Manufacturer and Installer of Premium Iron Doors, Gates and Railings

First Impression will be a platform for building a nationwide leader in iron works through organic growth and acquisitions.

BOSTON, MA., June 23, 2021. Digital Fuel Capital, LLC (“Digital Fuel”), a private equity firm focused on e-commerce businesses, announced that it has acquired First Impression Ironworks, Inc. (“FII”), a leading designer, manufacturer, and installer of premium iron products for U.S. homes. The management team members of First Impression Ironworks are also significant shareholders in the business.

"We have built a growing business with differentiated products and customer service and a strong company culture. We are thrilled to partner with Digital Fuel to accelerate our growth through geographic and category expansion" FII CEO, Mark Baraghimian said.

Digital Fuel's President, Carson Biederman said: "We have been impressed with the foundations that FII has developed in product quality, on-line lead generation, professional sales and installation. We are excited to partner with Mark and his team to build the nationwide leader in metal works through organic growth and acquisitions of other specialty leaders in the ironworks industry."

Eagle Private Capital, NewSpring Capital and Pine Street Capital Partners also participated in the transaction, providing subordinated debt financing and equity co-investment alongside Digital Fuel Capital.

Angle Advisors acted as the exclusive investment banking advisor to FII in completing this transaction. 

About First Impression Ironworks

First Impression Ironworks is America’s premier designer, manufacturer and installer of custom Iron Security Doors, Iron Entry Doors, Iron & Wood Gates, Iron Railings and Sunscreens. Every door and gate from First Impression Ironworks is custom designed and made by FII in the U.S.A. For additional information, please visit

About Digital Fuel Capital

Digital Fuel Capital is one of the most-active private equity investors in e-commerce businesses. Digital Fuel's investment strategy is to acquire leaders in defensible e-commerce segments and to support its portfolio companies in optimizing their businesses through a combination of internal resources in performance marketing, e-commerce and analytics, collaboration amongst portfolio companies and strategic relationships with best-in-class partners. Digital Fuel's current portfolio consists of Artifact Uprising, Boutique Brands, BuyAutoParts, Guild Brands, National Tree Company, Outdoor Adventure Brands, Renovation Brands, RugsUSA, Seattle Coffee Gear and The Digital Stronghold. Additional information can be found at