Though financial terms of the deal were not disclosed, Pureprint says that the acquisition will further enhance its wide-ranging service offering.

Smudge provides e-commerce photography services for fashion, lifestyle and FMCG brands, working with a number of leading brands in these fields.

Pureprint chief executive Mark Handford says with the business having seen a significant increase in demand for gifting and personalised products, and with shopping habits continuing to grow online, the acquisition will significantly enhance its operations.

“As our clients’ needs have changed, we continue to align our investments to ensure we always deliver against their requirements,” Handford comments.

“The acquisition of Smudge is another step in our evolving history that ensures we still stay relevant in today’s market.

“We have a diverse and broad range of clients and growing markets who will benefit from the services that Smudge brings to the group.

“By contributing to the creation of assets and managing the workflow through our marketing technology platforms, we can execute consistent campaigns across multiple channels.”

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