VU Custom adds YR ID
The transaction brings fashion, sportswear and consumer-products customers into a customization software business with offices in the United Kingdom, United States, Japan and South Korea.
Takeaways
- YR ID is a product customization software platform for online, retail, and live experiences.
- VU Custom is acquiring YR ID with backing from Greybull Stewardship.
- The target serves consumer product brands across Global.
VU Custom acquired In516ht, product customization software platform for online, retail, and live experiences.
The business serves global consumer brands in fashion, sportswear and consumer products, including EssilorLuxottica and Ralph Lauren, with offices in the United Kingdom, United States, Japan and South Korea.
Greybull Stewardship has backed VU Custom since 2021; VU Custom serves brands including Bauer Hockey, Vera Bradley, New Balance and BrüMate.
“Since backing VU Custom in 2021, we have long believed that the customization space is evolving fast and that the brands who will lead it are the ones building real software infrastructure for the long term,” said Mason Myers, Founder and CEO of Greybull Stewardship.
The VU Custom and YR ID brands will continue operating as independent business units, with Colin Woolford remaining CEO of the combined entity and Tim Williams serving as Head of YR ID.
Bradley served as legal counsel.
Terms were not disclosed.
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