National law firm Shoosmiths has advised NVM Private Equity (NVM) on their £2m investment of development capital into Channel Mum Limited, an online multi-channel network video blog community network for parents.

Channel Mum was founded in 2015 by Siobhan Freegard, who also co-founded Netmums, and is aimed at millennial mums and mums-to-be. Siobhan recognised the growing trend of searching YouTube for information on parental guidance and saw the opportunity for a platform to present an 'honest, authentic face of parenting'.

The platform is described as 'YouTube's friendliest - and most honest - community for mums' and brings together thousands of parenting focused videos in one easy to navigate site where vloggers and businesses alike are able to work with Channel Mum to get in front of their target audience.

Shoosmiths Thames Valley corporate partner, Rachel Turner, led the deal with support from tax partner, Tom Wilde, and associates, Oliver Leyden (intellectual property) and Charlie Barnes (employment).

David Rolfe, lead investment partner at NVM said: 'We are very pleased with the advice given to us by Rachel and the wider team at Shoosmiths on this transaction, and consider them to know our business and the private equity market very well.'

Shoosmiths' Rachel Turner said: 'Shoosmiths as a firm has advised on several NVM investments, and it has been a pleasure working on this project with them.'

'NVM has a great balance of investment experience, commercial realism and vision to help Siobhan and the Channel Mum team develop its full potential.'

Shoosmiths' corporate team has advised public and private companies, management teams, investors and debt providers through the business life cycle. Shoosmiths work with businesses from start-up and first round finance through to mergers and acquisitions, MBO and MBI transactions, development funding and on exits, by way of sale, listing or private equity investment.

The national corporate team has been placed second by deal volume in Experian's UK Deal Review and Advisor League Table and have recently won Law Firm of the Year at the M&A Awards 2015.