Ascential, the UK-based information and analytics company, has recently acquired German software specialist Sellics in a deal where the financial details were not disclosed. Sellics offers a range of software solutions that help “challenger brands” optimize their advertising spend, automate campaigns, and analyze profits, with a specific focus on brands that trade on Amazon in the US and Europe.

Based in Berlin, Sellics is led by its co-founders Franz Jordan (CEO), Josef Vataman (CTO), and Thomas Ropel (CMO) and has around 90 employees. It has established a strong presence in the European challenger market.

The plan is for Sellics to be integrated into Perpetua, Ascential’s challenger brand specialist division within its Digital Commerce business unit. By leveraging Perpetua’s scaled platform, Ascential aims to significantly expand its footprint in the European market. CEO Duncan Painter has expressed confidence in Sellics’ engineering expertise, believing it will accelerate Perpetua’s growth in Europe. Additionally, Painter sees exciting growth opportunities for Sellics’ existing customer base by utilizing Perpetua’s advanced product set.

This acquisition coincides with Ascential’s consideration of splitting its digital operations. There is a possibility of demerging and listing its digital arm in New York, estimated at £1.5 billion. However, this is still in the early stages and subject to formal board approval. Ascential is working with investment bankers to develop plans for this potential split.

All in all, Ascential’s acquisition of Sellics underscores its dedication to expanding its presence in the digital commerce sector. By incorporating Sellics’ specialized software solutions into its portfolio, Ascential aims to enhance its offering to challenger brands on Amazon. This strategic move aligns with the company’s goal of driving growth and solidifying its position in the European market.

Useful Links:
1. Ascential
2. Sellics