The MioGroup has signed an agreement for the acquisition of the digital marketing agency specialized in Amazon, Dendary. Among other services, Dendary has a technology team that develops its own tools connected to the marketplace to increase the efficiency of sellers. This acquisition is part of the MioGroup growth strategywhich so far has managed to integrate seven companies specialized in digital marketing in Spain.
MioGroup goes public and continues to grow
Marketing and digital transformation consultancy MioGroup It is owned by the Arbeloa brothers, whose best-known face is the former soccer player Alvaro Arbeloa. Despite the IPO of MioGroup on BME Growth (previously MAB or Mercado Alternativo Bursátil) last July, the brothers they still own most of the company’s stock.
The company seeks to be the national leader in the digital marketing sector, for which MioGroup has embarked on a race to gain control of niche companies that provide differential marketing services “in order to build a national leader in the sector”, according to . In fact, in recent years MioGroup has applied this growth strategy based on purchases: last April the company , the expert company in the development and implementation of data-driven strategies, which joined the already powerful group of brands such as HMG, HRAdio, Viola Media, Digitos or Zond among others.
«We went public for three reasons«, prior to its stock market debut «The first is for grow through acquisitions. There is an opportunity to consolidate the market and be an independent alternative to the big consultants. The fact of listing also gives us notoriety and transparency, factors that differentiate us from the competition and will be useful when opting for contests. The third reason is to have the capacity to attract and retain the best professionals, something very important in this sector».
And this strategy seems to bear fruit for MioGroup which, with an EBITDA of 1.2 million, despite not making salary adjustments to the workforce or adopting regulations during the pandemic and in fact, the company claims that since January 2020 it has increased its workforce more of 60%, with more than 165 employees today.
Dendary integrates to manage the Amazon presence of MioGroup customers
Now, with the incorporation of Dendary, the company will integrate its account management tools so that all its clients with digital space on Amazon can reach their potential buyers: from the preparation and integration of product sheets, to advertising strategies and campaigns in Amazon Advertising, in addition to having its own technology, such as Dendary App, a reporting application for amazon sellers with which customers can know the monthly evolution of their metrics.
Francisco Jimenez-Alfaro, claimed to be «Very pleased that Dendary is joining MioGroup just a few weeks after our successful debut on the stock market. Amazon is a very important platform as it allows presence in the digital environment, a fundamental factor for the survival of many companies. Amazon-Specialized Dendary Capabilities Complete Integrated Service that we offer to our clients, which makes this acquisition a very important milestone in our journey to build a national leader in the sector.”
For its part, Aitor GrandesCEO of Dendary, added: “We are delighted to join MioGroup in such an important year for the company and thus be able to collaborate closely with the other companies in the group. We are convinced that with our talent and our offer of combined services we will position ourselves at the forefront of the sector, adding differential value for our customers.”
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