Schoenherr, working with Paul Hastings, has advised French-based Sendinblue on the acquisition of Bulgarian e-commerce metrics company Metrilo from its founders and investors. Atanassov & Ivanov reportedly advised Metrilo on the deal.
Metrilo investors Speedinvest II International, Launchhub Fund Cooperatief, and Eleven Capital were among those involved in the transaction.
According to Schoenherr, “Sendinblue is the only all-in-one digital marketing platform empowering B2B and B2C businesses, e-commerce sellers, and agencies to build customer relationships through end-to-end digital marketing campaigns, transactional messaging, and marketing automation. Sendinblue was founded in 2012 by Armand Thiberge with a mission to make the most effective marketing channels accessible to all businesses. Headquartered in Paris with offices in Seattle, Berlin, Noida, and Toronto, Sendinblue supports more than 300,000 active users across 160 countries.”
According to the firm, Metrilo was founded in 2014 by Murry Ivanoff and Peter Iliev. Based in Bulgaria, Metrilo is a marketing and sales analytics SaaS platform for e-merchants.
Schoenherr’s team was led by Partner Alexandra Doytchinova and included Associates Gergana Roussinova-Ivanova and Kristina Bozhinova.
The Paul Hastings team was led by Partner Charles Cardon.
