Online merchandising specialist Attraqt to buy French company Early Birds

Attraqt, a UK-based online search and merchandising services specialist, has announced it reached a conditional agreement with a view to buying French company Early Birds, specialised in omni-channel customer experience personalisation. The acquisition is expected to be completed for €15.9 million.


Laetitia Comès, co-founder of Early Birds - Early Birds

Among Attraqt’s 240 clients are fashion names like Asos, MissGuided, MatchesFashion, JD, Vans, Timberland, The North Face, Superdry, Ted Baker and Paul Smith. Early Birds has 69 clients, among them Sarenza, Sandro, Maje, Claudie Pierlot, La Redoute, BeautéPrivée and Black Market.

“Competition for the creation of a distinctive, differentiated purchasing experience which also meets with commercial success is ferocious,” said the CEO of Attraqt, Luke McKeever. “The highly positive response we met with shows that retailers and brands are very keen to augment their creative merchandising capabilities, using an algorithmic approach designed to mastermind the ideal purchasing path,” he added.

“Belonging to the Attraqt family not only extends our reach outside France, but it also offers our clients a brand-new level of expertise and sophisticated technology in the fields of market research and merchandising. I’m very keen to see where our shared road-map will take us.” said Laetitia Comès, co-founder of Early Birds.

The merger follows in the wake of a partnership agreement signed by the two companies last March, which spawned a new service incorporating online search, marketing and customisation tools, with French label The Kooples as its first client.

Translated by Nicola Mira

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