E-commerce technology provider, Attraqt has entered into a conditional agreement to acquire omnichannel personalisation platform Early Birds.

The deal is worth just over £11 million in cash, with a further £2.8 million satisfied by the issue of consideration shares.

The unified solution will deliver omnichannel search, merchandising, product and content personalisation for retailers. The announcement follows a period of partnership between the two companies which was officially announced in March.

Attraqt chief executive Luke McKeever called it a “transformational leap forward for both companies to define AI commerce” and added: “Having started the integration process as partners earlier this year, we have been able to offer and test our complementary vision and capabilities with our customers and the market.”

Laëtitia Comès, co-founder at Early Birds, said: “The move to become part of the Attraqt family not only extends our capabilities outside France, but brings to our customers a whole new level of sophisticated search and merchandising expertise and technology.”

Fashion brand The Kooples is the first retailer to sign up to the unified Attraqt and Early Birds solution.

Arnaut Fritz, chief information officer at The Kooples, said: “The ability to harness data and tailor-made algorithms alongside each other to empower our great merchandising team is just what we were looking for.”

UK-based Attraqt provides over 240 global retail brands - including ASOS, JD Sports and The North Face - with e-commerce solutions around the globe, while Early Birds is a market leader for artificial intelligence-driven personalisation in France - working with brands including Cdiscount, La Redoute and The Fork.

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