Launchmetrics, the leading Brand Performance Cloud for the Fashion, Luxury & Beauty (FLB) industries, has acquired visual content creator and distributor Imaxtree.
WHO: Imaxtree is a global leader in the production and distribution of visual fashion and beauty content, creating and providing cutting-edge content marketing and digital publishing solutions to editors and brands. Imaxtree covers 25 fashion weeks worldwide and has a digital asset library of more than 4 million photos and 4,000 videos.
In January 2016 Fashion GPS and Augure merged to become Launchmetrics, the ultimate marketing platform & analytics solution. Launchmetrics regularly analyzes data from 2,000 print magazines, 70,000 web sites, and Instagram, Facebook, YouTube, and Twitter.
WHY: The deal reinforces the business’s larger strategy to expand its offering to support increasing industry demands as it continues to build the most comprehensive, vertical data asset in the industry. It also plays into Launchmetrics medium-term strategy, which consists of investing in content, expanding further in China, and launching an initial public offering by 2022.
IN THEIR OWN WORDS: “At Launchmetrics, we are empowering companies to build the right content and experiences so they can increase their brand momentum and improve performance,” Michael Jais, CEO, announced in a statement. “Today, we help brands not only efficiently manage internal processes but bring prescriptive insights to create powerful cross-voice strategies. By applying our proprietary Media Impact ValueTM metric in a visual context, brands will be empowered to measure which experiences perform best and gain insights as to what content most resonates with their consumers, impacting their bottom line,” he adds. “IMAXtree is the ideal strategic addition to the Launchmetrics family and will perfectly complement the tools we provide our clients. We are excited to partner with Andrea Oreni and the IMAXtree team to continue powering the industry.”
“For over 20 years, Imaxtree has been the leading content creator and distributor in the fashion and beauty industries,” states Imaxtree’s CEO Andrea Oreni. “Now—in the digital era—more than ever, content is a key element in reaching modern consumers and with creative content driving five times more value than e-commerce content, having the right assets is even more important. Today, Imaxtree covers 25 fashion weeks worldwide and has a digital asset library of over four million photos and 4,000 videos as well as a client list of over 2,000 publishers.” As a result of this acquisition, IMAXtree’s creative, artistic resources will be combined with Launchmetrics’ data and technology to provide industry professionals with the right assets and tools they need to create, track, and evaluate impactful campaigns.
- Launchmetrics acquires Imaxtree. While he declined to disclosed financial details, Jais told WWD it was a 100 percent acquisition for cash and shares. He estimated that Launchmetrics would post revenues of more than $30 million in 2019 in the pure fashion, luxury, and beauty space. Its total revenues, including non-core activities, will be close to $40 million.
- This marks the company’s first acquisition since its $50 million fundraise in September 2018 led by Bpifrance with participation by Seventure, Cipio Partners, and Famille C (Famille Courtin-Clarins).
- The next step for Launchmetrics is to acquire a Chinese company to gain access to Chinese social media data behind the firewall and integrate it in a consistent way with its other data.
Photo: Raden Prasetya via Unsplash