Marlin Equity Partners, a global investment firm, has acquired Clarus Commerce, a provider of loyalty programs for retailers, for an undisclosed amount.
The Marlin investment was made alongside Norwest Venture Partners, a previous investor in Clarus that will hold a minority stake in the company.
The investment highlights the increasing need for retail programs that drive higher customer engagement and brand advocacy, as well as incentives tailored to customers’ unique wants and needs. A growing number of retailers, including CVS, lululemon, Restoration Hardware and Wayfair have implemented premium loyalty programs to achieve these goals.
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“Clarus is a pioneer in the growing premium loyalty market with an outstanding history of success,” said Alex Beregovsky, a managing director at Marlin in a statement. “The company’s strong customer base and partner network are a testament to the value proposition that Clarus brings to both retailers and consumers. We are thrilled to partner with an exceptional management team to seek new partnerships, invest in the product roadmap and further accelerate the company’s growth.”
