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BOOM expands european presence with the acquisition of LemonOne

Dolce & Gabbana, Treatwell and Houzz are among the customers of the Italian visual content management platform.


BOOM, the Milan-based SaaS scale-up revolutionising visual asset management for digital enterprises including Dolce & Gabbana, Treatwell and Houzz, has acquired Berlin-based visual production start-up LemonOne for an undisclosed sum.

The acquisition strengthens BOOM’s presence in Europe, accelerating the delivery of its mission to create a scalable environment that empowers digital companies to effectively manage their full visual content lifecycle – from initial production to final distribution – from anywhere in the world in line with e-commerce growth and an increased demand for visual content.

Founded in 2017 by Maximilian Schwahn, Lorenz Marquardt and Timur Kayaci, LemonOne has grown to serve online marketplaces, real estate agencies and food delivery companies with on-demand, tailor-made visual content for their digital presence.

Over $18M in seed, series A and venture funding rised by Boom in the last three years

LemonOne’s clients will join BOOM’s network of customers – which includes major names such as Dolce & Gabbana and Houzz – on the BOOM Worksite, a centralised platform that enables digital enterprises to organise, share and collaborate on visual assets with internal and third parties.

LemonOne’s team will join up with BOOM’s workforce to boost BOOM’s capacity to service its growing customer base and enable the company to focus on growing its technology and product arms as it develops its SaaS platform, Worksite. Meanwhile, LemonOne’s photographers will join BOOM’s community of visual content creators, enabling BOOM to serve a broader range of customers across mainland Europe.

BOOM, which has raised over $18M in Seed, Series A and Venture funding in the last three years, has grown rapidly since launch in 2018 and now serves clients in over 80 countries.

Federico Mattia Dolci, CEO at BOOM said, “This is a major leap forward in BOOM’s strategy to serve the whole of Europe and beyond through our ground-breaking digital platform. We have been growing our team across Europe and the Americas, and we are now delighted to join forces with the team from LemonOne. They bring fresh energy, passion as well as a wealth of vertical expertise. We look forward to doing great things together”.

Paolo Gesess, Founder & Managing Partner at United Ventures, who support BOOM as their lead investor, said, “We at United Ventures are people-first, so we are happy to welcome Max and LemonOne’s fantastic team to strengthen BOOM’s journey to become a category leader in Europe”.

Maximilian Schwahn, Co-Founder at LemonOne, “BOOM is breaking the ground to develop a revolutionary category leader in the space of visual asset management while LemonOne built a European market leader for digital photo production. By joining forces and being able to offer every company a one-stop-shop solution for booking, collaborating and publishing visuals, we are able to reach our founding vision even faster. Therefore, we are super happy to partner up with BOOM and benefit from each other’s strength to make 1+1=3 for all our customers as well as our community”.

Fritz Oidtmann, Managing Partner at Acton Capital, “Visual assets are a key driver of online commerce. In the last years, LemonOne’s team has worked tirelessly to provide clients all over Europe with high-quality bespoke visual content. Now, we’re very excited to be joining forces with BOOM as their powerful SaaS platform brings the complete visual assets life cycle to a new level. The combined strengths of the two companies are a big win for all current and future customers”.

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