Moore Barlow acts on £25 million tech deal

Regional law firm Moore Barlow has played a pivotal role in the acquisition of Fresh Relevance Ltd, a vendor of cross-channel personalisation technology, by London headquartered global marketing technology company Dotdigital Group in a £25 million deal.

Southampton-based Fresh Relevance, which has more than 300 customers around the world in consumer and B2B e-commerce, including Rip Curl, Dreams, Hoseasons, and Wowcher, will be integrated into Dotdigital to combine their expertise in building innovative tech to help marketing teams scale and boost return on investment.

Both businesses have a strong existing relationship and proven track record of joint success, having worked together in a partnership capacity for several years.

Moore Barlow advised the principal shareholders of Fresh Relevance, including key management and VC investor, Foresight, on the share sale.

Having worked with Moore Barlow since 2017, we completely trust their technical expertise and value the experience of the Corporate team. I’m very proud of what the Fresh Relevance team has built, and with the help of Moore Barlow’s legal advice during this acquisition, we now look forward to the next chapter as Dotdigital.

Mike Austin, CEO and Founder of Fresh Relevance

We are extremely pleased to have helped bring this deal to fruition. There is good synergy. Fresh Relevance’s on-site personalisation tools and other cross-channel capabilities should benefit from Dotdigital’s investment and, in return, strengthen Dotdigital’s customer experience (CX) solutions. A win-win building on the companies’ existing commercial partnership.

Roger Bailey, partner at Moore Barlow

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