Bulgaria: Schoenherr advises Sendinblue on acquisition of Metrilo

Schoenherr advised the leading French-based all-in-one digital marketing platform Sendinblue SAS on the acquisition of Metrilo OOD ("Metrilo"), a Bulgarian e-commerce metrics company, from its founders and several investors such as Speedinvest II International GmbH, LAUNCHub Fund Coöperatief U.A. and Eleven Capital AD. The advising team in Schoenherr's Bulgarian office advised on all major legal aspects of the transaction, including due diligence and negotiation of transaction documents.

"COVID-19 has been a catalyst for needed change across the TMT landscape. Pandemic restrictions directly resulted in an increase in the digitalisation process and thus TMT and e-commerce became the most active sectors in 2020 and early 2021 throughout the whole CEE region, including in Bulgaria," said partner Alexandra Doytchinova, who led the Schoenherr team. "Digitalisation is one of the keys prompting post-pandemic economic recovery, and we at Schoenherr are a part of these efforts."

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.

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. The solution helps brands grow online using the power of their data and focus on customer retention. Metrilo thus makes it possible to study traffic, sales, visitor and customer behaviour, product performance and conversion funnels.

The Schoenherr team advising Sendinblue on the transaction was led by Alexandra Doytchinova (partner, Bulgaria), Gergana Roussinova-Ivanova (associate, Bulgaria) and Kristina Bozhinova (associate, Bulgaria).

Paul Hastings (Europe) LLP acted as lead counsel to Sendinblue, with Charles Cardon as the partner in charge.