VU Custom, an end-to-end product customization software provider backed by Greybull Stewardship, has acquired YR ID, a software platform that enables online, retail and live product customization experiences for global brands.
The transaction combines two complementary businesses serving the growing demand for customization infrastructure across e-commerce, retail and production environments. VU Custom says the acquisition expands its enterprise market presence, customer base and capabilities across digital and physical sales channels. YR ID specializes in customization technology for fashion, sportswear and consumer products, supporting brands including EssilorLuxottica and Ralph Lauren. The company provides software that enables real-time personalized product experiences across ecommerce, in-store and live-event environments. The combination brings together complementary customer relationships and expertise in delivering scalable customization programs for enterprise brands.
Bradley served as legal counsel to the transaction.