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By Jonathan Leff and Josephine Mason

NEW YORK, July 29 (Reuters) – For third time in five years,

one of the world’s biggest commodity trading desks is for sale.

JPMorgan Chase & Co. said on Friday it would seek

“strategic alternatives” for its physical oil, gas, power and

metals trading division, the core of which is a group that’s

already been through two ownership changes since 2008.

It was a surprise about-face for a bank that spent billions

of dollars over the past five years assembling the largest

physical trading platform on Wall Street.

On paper, it seems the perfect one-stop shop for a financial

rival looking to buy into the world of pipelines and pallets: a

global oil trading division includes a contract supplying the

biggest refinery on the East Coast; Henry Bath & Sons Ltd’s 72

metal warehouses from Baltimore to Busan; a U.S. natural gas

book three times larger than that of any other bank; and enough

electricity contracts to light up Indiana.

Yet while other banks have often competed with JPMorgan as

it acquired parts of Bear Stearns, UBS and RBS Sempra, this time

around — with a few exceptions — they are more likely selling.

Other U.S. and European banks face the same rising capital

requirements, regulatory pressures and narrowing margins that

are driving JPMorgan to quit the business, hearkening the end of

an era in which banks raced to get into the physical trade.

Since March, Goldman Sachs has floated selling its

warehousing business Metro International Trade Services LLC, a

rival to JPMorgan’s Henry Bath. For more than a year, Morgan

Stanley has tried, in vain, to sell its vast oil pipeline

and terminals business TransMontaigne. It faces a September

deadline from the Federal Reserve for a make-or-break decision

over whether it will be able to keep the operation.

“Ultimately this is going to be a hard sale,” one industry

banker said of J.P. Morgan’s offer to sell. “Look at what

happened with Morgan Stanley’s commodity business.”

Bankers and industry sources said potential buyers could

come from one of several areas: foreign banks like Brazil’s BTG

Pactual or Macquarie that are not subject to Fed regulations;

merchant traders like Vitol or Mercuria that are expanding into

metals markets; or wealthy, risk-hungry investors such as

private equity and sovereign wealth funds, both of which have

delved into commodity trading in recent years.

The operation is so vast and diverse that it may be hard to

find a single buyer, forcing JPMorgan to split the units.

“I don’t know that anyone will buy it lock stock and barrel.

Perhaps the energy desk will go to a hedge fund but it has to be

somebody with credit and trading lines for a physical company,”

said Ed Meir, an analyst at brokerage INTL FCStone.

JPMorgan has said it may seek a joint venture, spin-out or

sale, but has not said whether it will seek to keep the division

whole or sell it in parts. But it has the luxury of some time.

Now that it has openly announced selling the group, it

should have until July of 2015 to meet a Federal Reserve

five-year grace period for divesting the Henry Bath unit.

For a FACTBOX on some of its assets see:

ONE THING AFTER ANOTHER

JPMorgan bought Bear Stearns in 2008, inheriting a huge

electricity desk and power plants as the financial crisis

loomed. A year later it bought the global agricultural and

Canadian energy businesses of UBS, which was quitting the market

several years after buying remnants of failed merchant Enron.

The crowning achievement for Commodities chief Blythe

Masters came in 2010, when JPMorgan paid $1.7 billion for the

metals and oil divisions of RBS Sempra Commodities. Eurpoean

regulators forced the Royal Bank of Scotland to sell its stake

to gain approval from Brussels for a state bailout. RBS had paid

$1.35 billion for a 51 percent stake just two years earlier.

Now it is JPMorgan who is under pressure on multiple fronts.

The bank is said to be in talks over a $400 million deal to

settle allegations that it manipulated power markets; the metals

warehousing industry is under public and political scrutiny over

allegations that long queues are driving up prices.

And as of last week, the Federal Reserve is reconsidering a

landmark 2003 decision that first allowed banks to trade

physical commodities, in addition to traditional derivatives.

None of those factors may deter certain new players,

particularly those who choose not to establish commercial

banking operations in the United States, allowing them to remain

outside of the Fed’s limits on commodity trade.

Brazil’s BTG Pactual has made little secret in recent months

of its desire to build a big presence in the market, hiring

former Noble Group chief executive Ricardo Leiman to

jump-start a major new expansion by recruiting traders on both

sides of the Atlantic, according to industry sources.

The bank has declined to comment on its plans.

Australia’s Macquarie Group has also built up a

major presence in U.S. gas, power and oil markets over the past

five years, with a 160-strong trading desk in Houston, and

dipped a toe into the metals warehousing business by joining

hedge fund Red Kite in buying a stake in Scale Distribution, a

small firm that runs an LME warehouse in Liverpool.

Macquarie had expressed interest in Henry Bath and the

former Sempra physical metals team when it was up for sale in

2010, sources said at the time. So had Deutsche Bank, which has

since scaled back sharply in physical U.S. and European trade.

The Australian bank may also make a natural buyer for some

of JPMorgan’s energy assets.

A bank spokesperson declined to comment.

Another contender may be Noble Group, the

ambitious Hong Kong-based merchant that has tried for several

years to expand globally, particularly in energy and metals

markets. This month it hired JPMorgan’s long-time head of global

oil trading Jeff Frase, a veteran Goldman trader, and poached

Morgan Stanley’s top European crude traders.

In 2010, it bought a small U.S. company, Worldwide Warehouse

Solutions, which has expanded to 13 LME warehouses, including in

Singapore and the Netherlands. It also hired several big traders

over the past year to broaden its metals desk.

A spokesperson could not immediately be reached for comment.

WAREHOUSE GEM?

At one time, the crown jewel of the business would have been

Henry Bath & Sons, a metals and soft commodity warehousing firm

based in Liverpool, Britain that is nearly 220 years old.

Three years ago, JPM told regulators Henry Bath stored

between 20 and 30 percent of metal stored in the LME’s

warehousing network in 2009. That was as much as 1.7 million

tonnes of base metals, according to Reuters calculations,

equivalent to 9 percent of global annual copper use.

It booked profits of $113 million that year, almost four

times 2008, as a glut of metal piled up during the world

economic crisis. In 2010, just as JPMorgan was buying Sempra,

Goldman Sachs paid more than $500 million for smaller rival

Metro and Glencore bought Pacorini Metals.

But profits have ebbed as metals stocks have thinned, and

competition from Goldman and Glencore Xstrata

increased. In 2011, Henry Bath posted net profit of $27 million.

The company has slipped from No. 2 to No. 4 in the LME system.

Bankers noted that two of the world’s biggest oil traders,

both based in Switzerland, had expanded into base metals in the

past year. Vitol hired veteran trader Roger Pillai; Mercuria

hired Mike Harrison from Standard Bank.

But their appetite to enter the warehousing business is

uncertain at a time when the LME has proposed sweeping reform of

its warehousing policy that are meant to reduce wait times and

placate irate industrial users who complain about lengthy queues

for delivery, but probably will also hit profit.

The LME board will vote on its proposal in October and the

change would be implemented next April.

A senior Vitol executive said the company was not likely to

be interested in JPMorgan’s physical businesses.

“I’m not sure who it fits,” the executive said.

Last year, JPMorgan sold its metals concentrates trading

team to private equity-backed start-up Freepoint Commodities in

order to comply with Fed regulations. As an LME ring-dealing,

the world’s largest metals market, JPMorgan is also one of the

largest metals brokers.

ENERGY OPTIONS

In the physical energy markets, JPMorgan had leapfrogged its

rivals by this year. It became the first bank in more than a

decade to surpass Morgan Stanley as the biggest U.S. oil

importer due to last year’s deal to supply crude to a 330,000

barrel per day (bpd) Philadelphia refinery and a smaller

contract to supply Northern Tier’s Minnesota plant.

JPMorgan traded nearly 3,000 trillion British thermal units

(Tbtu) of physical natural gas last year, making it the

eighth-largest players in the market, according to data reported

to the U.S. Federal Energy Regulatory Commission. That was down

17 percent from 2011 but still triple its nearest rival Goldman.

The energy market has been the largest and most attractive

for investors, but enthusiasm may wane due to a FERC crackdown

on U.S. electricity trading, lower volatility in oil and natural

gas and signs of growing European oversight of physical markets.

And here too the market is crowded.

If you are looking for a purely proprietary physical energy

trading shop with global reach, what about Hess Energy Trading

Co. (Hetco), the joint-venture being sold off by Hess? For a

domestic U.S. operation in good position to trade the booming

business of shale and ethanol, how about Gavilon’s oil division,

spun out from Marubeni’s takeover this summer?

Ultimately, potential buyers must try to value the

intellectual capital of an energy group that owns few assets,

with few guarantees the talent will stick around after a sale.

“My feeling is large traders will not buy banks’ businesses,

at best they can hire some of the better individuals there, but

I don’t see it any further than that,” said one senior executive

with a major merchant trader.

Despite the obstacles, JPMorgan hopes this sale will turn

out better than the last time it tried to sell an energy unit.

In mid-1998, after a five-year effort to get into physical

energy trading, the bank said it would sell the 35-person

division, which included a large European crude desk. Six months

later it folded the group, having failed to find a buyer.

(Additional reporting by Jessica Toonkel, Mike Erman, Cezary

Podkul in New York; Richard Mably and Ron Bousso in London;

Editing by David Gregorio)