Smartsheet Acquires Outfit Bolstering Its Industry-Leading Digital Asset Management Platform Brandfolder

Brandfolder customers to gain best-in-class design automation and templating capabilities

Smartsheet, the enterprise platform for dynamic work, has acquired brand management, templating and creative automation platform, Outfit, deepening the company’s investment into its industry-leading digital asset management (DAM) offering, Brandfolder by Smartsheet.

“There’s a world-class product and technology fit between Outfit and Brandfolder by Smartsheet, but equally important for me was joining an incredible company who values excellence, innovation, and the pursuit of progress in the same way that we have at Outfit”

“Digital assets are the lifeblood for many organizations. More and more we are seeing the value that collaborative work management and digital asset management platforms working together can deliver for our customers,” said Mark Mader, CEO of Smartsheet. “Our goal with Brandfolder is to be the leading creative automation solution on the market, and we’re strategically investing to strengthen our leadership position. Adding Outfit to our award-winning Brandfolder platform extends the content experience we can offer our new and existing customers who want to create content at scale, at speed, on brand–every time.”

Smartsheet plans to quickly integrate Outfit’s design automation and templating capabilities into Brandfolder so existing and new customers can realize ever greater value from a more powerful DAM and content automation experience.

As its fifth acquisition in four years, following Converse.AI, Slope, 10,000ft and Brandfolder, this investment represents Smartsheet’s latest step towards cementing its position as the collaborative work management platform of choice.

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The Unique Needs of Today’s Marketers and Creatives

The fast-paced world of marketing and creative design is not slowing down–and in today’s macroenvironment, teams made up of creatives and non-creatives are often being asked to do even more with less. They need to be empowered with the tools they need to do their jobs well, including simple ways to create data-driven, on-brand marketing materials.

The Value of a World-Class DAM Platform

A leader on G2’s Grid for Digital Asset Management Software for 18 consecutive quarters and number one in the 2022 Summer Grid Report, Brandfolder’s unified platform has the power to improve the way marketers and creatives work together to deliver high-velocity, impactful brand experiences with unparalleled efficiency and speed. Brandfolder was also recently named to the Constellation ShortList for Digital Asset Management (DAM) for High-Volume Commerce in Q3 2022. A new commissioned study, The Total Economic ImpactTM of Brandfolder, recently found that organizations using Brandfolder realized greater efficiencies for both marketing and creative teams, including a 40% increase in team efficiency and up to 90% time savings when searching for digital assets.

The Power of Automated Templating Solutions

Established in 2015 and headquartered in Brisbane, Australia, Outfit helps organizations around the globe maintain brand consistency and solve marketing production challenges by automating the production of digital and print marketing materials with flexible, constraints-based templates. Outfit’s customers, including Subaru, Cloudera, Red Hat, Monash University and Durham University, gain more control over their brand while empowering teams to produce more quality material, faster, in widely distributed locations.

“There’s a world-class product and technology fit between Outfit and Brandfolder by Smartsheet, but equally important for me was joining an incredible company who values excellence, innovation, and the pursuit of progress in the same way that we have at Outfit,” said Bruce Stronge, Founder and CEO of Outfit. “I’m excited for our talented team to join the Smartsheet family where together we will create incredible value for our mutual customers.”

Financial Details

Smartsheet has funded the transaction with existing cash on its balance sheet. The transaction is expected to be neutral to Smartsheet’s fiscal year 2023 non-GAAP earnings per share and free cash flow, and accretive thereafter.

The transaction, which has been unanimously approved by the board of directors of both Smartsheet and Outfit, closed today. Stronge and a majority of the Outfit team will join Smartsheet as full-time employees, reporting up through Steven Baker, VP and General Manager, Brandfolder.

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