ItemMaster
ItemMaster's cloud platform creates, manages, expands, & delivers structured product content for the $800B US Food & Bev marketplace.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor | €0.0 | round | |
| investor investor | €0.0 | round | |
| investor investor | €0.0 | round | |
* | N/A | Acquisition | |
| Total Funding | 000k | ||
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ItemMaster operated as a product content management company, providing a platform for Consumer Packaged Goods (CPG) brands and retailers to manage and distribute brand-verified product information. The company's business model was centered on a cloud-based, software-as-a-service (SaaS) platform that enabled CPG companies to create, verify, manage, and share their product portfolio data and custom branded content. This service was designed to streamline the transfer of accurate product information to enhance both online and in-store shopping experiences.
Originally incubated within the online grocery delivery service Peapod, ItemMaster was established to solve the persistent problem of manufacturers lacking ready-to-use digital product content for e-commerce. The company found a direct link between providing higher quality content and increasing sales, which formed the basis of its core offering. One of its co-founders was Andrew Parkinson. The firm was venture-backed, with investors including Edison Partners, Chicago Ventures, and the Illinois Growth and Innovation Fund. Under the leadership of CEOs like Michael Murray and later Dev Ganesan, ItemMaster experienced significant growth, at one point becoming the largest content service provider for Walmart in 2016.
The company's platform served as a centralized source of rich, structured product attributes for a network of over 600 retailers, agencies, and app developers, including major names like Amazon, Walmart, and Instacart. For its brand clients, ItemMaster offered the Brand Activation™ Platform, which provided 24/7 access to manage content and view real-time analytics to inform business strategy. The business generated revenue through its SaaS solutions, and between its initial growth investment in 2016 and its acquisition, its SaaS revenue grew by over 500%.
In a significant milestone, ItemMaster was acquired by Gladson, a portfolio company of The Jordan Company and Wicks Capital Partners, on January 9, 2019. The acquisition was intended to expand Gladson's product database and retailer reach. Shortly after, in January 2019, Gladson rebranded and is now known as Syndigo.
Keywords: product content management, CPG data, brand content syndication, retail data services, e-commerce content, product information management, PIM, digital asset management, Gladson acquisition, Syndigo, Peapod incubator, Andrew Parkinson, Dev Ganesan, retail analytics, Brand Activation Platform, shopper experience, omnichannel content