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Schoenherr Advises Sendinblue on Acquisition of Metrilo

Schoenherr Advises Sendinblue on Acquisition of Metrilo

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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.

Bulgaria Knowledge Partner

Schoenherr is a leading full-service law firm providing local and international companies stellar advice that is straight to the point. With 15 offices and 4 country desks Schoenherr has a firm footprint in Central and Eastern Europe. Our lawyers are recognised leaders in their specialised areas and have a track record of getting deals done with a can-do, solution-oriented approach. Quality, flexibility, innovation and practical problem-solving in complex commercial mandates are at the core of our philosophy.

Firm's website: www.schoenherr.eu

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