Blue Acorn iCi Acquires Mediotype and Will Expand Western Office

The deal brings ecommerce engineers into the fold

Blue Acorn iCi logo
The deal gives Blue Acorn iCi scale and a presence out west. Blue Acorn iCi

Just five months after merging with two ecommerce and digital customer experience partners, Blue Acorn iCi said today it’s acquiring Mediotype Commerce, adding a team of engineers to its growing ranks.

Based in Boulder, Colo., Mediotype will expand its facility and become Blue Acorn iCi’s western headquarters. The company has not announced whether staffing will increase. Mediotype began in 2009 and carved out a niche for itself as ecommerce went mainstream, building digital bridges to help brands serve a new era of shoppers.

Mediotype’s leadership team will stay in place and report to Greg Boone, co-CEO of Blue Acorn iCi, which is owned by Adweek parent company Beringer Capital.

Boone said Mediotype had been on Blue Acorn iCi’s radar for a while. “Their reputation among clients is outstanding,” he said. “They truly are one of the best b-to-b and b-to-c commerce development organizations in North America.”

The acquisition gives Blue Acorn iCi three advantages: scale, breadth of expertise and a western outpost. Blue Acorn iCi—which has helped clients like Casper, Panera Bread and Ticketmaster execute direct-to-consumer commerce and CX strategies—has offices in Charleston, S.C.; Raleigh, N.C.; New York; Toronto; Los Angeles; San Antonio and Shelton, Conn.

The deal comes on the heels of Blue Acorn’s merger with data-driven marketing firm iCiDIGITAL and acquisition of d-to-c specialist BrandShop in April.

Executives are betting that by bringing these businesses together, they can build the digital customer experience of the future, guiding brands into what is in many cases new terrain—not just relying on third-party sellers, but taking ownership of their relationships with buyers.

“No other company can match [Blue Acorn iCi’s] depth across customer experience, data science and commerce services, and we wanted to be a part of its unique growth story,” said Joel Hart, founder and CEO of Mediotype, in a statement. “I am confident that our clients, partners and team members will massively benefit from this combination.”

Brian F. Martin, vice chairman of Beringer Capital, said this full-service capability and scale will “add immediate value” to clients and partners.

“There were a number of organizations that wanted to partner with Mediotype, and we are absolutely thrilled their leadership team selected Blue Acorn iCi,” he said.

The price of the deal was not disclosed.

@stephpaterik Stephanie Paterik is the executive editor of Adweek, where she leads the editorial staff and strategy.