Abris invests in Orbitvu, global leader in product photography automation for the e-commerce sector

A subsidiary of Abris CEE Mid-Market III LP fund, managed by Abris Capital Partners (“Abris”), the leading private equity investor in Central Europe, has signed an agreement to acquire a majority stake in Orbitvu Sp. z o.o. – a world leader in automated product photography solutions.

Orbitvu, founded in Poland in 2010, has grown to become the leading player in the global market for automated photography solutions. The company provides a one-stop-shop solution for visual content creation and management via compact photo studios and software. Customer benefits include time and cost savings in content production and post-processing.

Orbitvu’s solutions are used to capture still and 360° product images as well as live model videos for various sectors including apparel, consumer goods, luxury, home & garden and B2B manufacturing. The company has numerous international blue-chip clients including large e-commerce companies, retailers, and brands such as Avon, Festool, Hermes, New Balance, Rossmann, Oriflame, Bershka, Mitsubishi Electric, Lidl and MediaMarkt.

Adrian Stănculescu (photo), Head of Abris Romania and Partner, commented:
„This transaction is a clear example of Abris’ drive towards technology and innovation. Our expertise in the e-commerce and distribution sector is an asset in accelerating the growth of Orbitvu, already proven as market leader. We look forward to this journey together, to develop new customer experiences and set new milestones, as the e-commerce sector becomes highly competitive both in the region and globally.”

Since its launch, Orbitvu has grown to become the leading global player in photography automation, with clients in more than 50 countries across six continents. Its solutions are backed by proprietary technology IP developed in house, giving the business a significant competitive advantage. The market for automated product photography is driven by strong fundamentals, with the e-commerce sector growing at more than 10% a year, and the increasing importance of visual content quality translating into a growing number of photos, and a drive towards automation.

Abris will support the company’s growth through further expansion of its sales and marketing operations as well as extension of its product offering. In addition, there may be the potential for M&A opportunities to further strengthen the company’s competitive position.

Pawel Gierynski, Managing Partner at Abris Capital Partners, commented:
“At Abris, we remain committed to investing in tech companies that operate across global, specialized markets. This acquisition is part of our vision to build a portfolio of leading companies within the fast-growing e-commerce sector both in Central Europe and internationally. The company’s key assets are its proven technology, its intellectual property, and its specialized team of experts. They constitute a huge competitive advantage and give this market high barriers to entry. Our goal is to further support Orbitvu’s growth and help it expand into new international markets, leveraging our track record in the e-commerce sector.”

This is Abris’ third transaction since the beginning of 2022, after the acquisition of Romanian dental products distributor Dentstore and the exit from Serbian-based Patent Co, a global provider of animal nutrition solutions.



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