SharpEnd, a London-based company specialising in the Internet of Things, has signed a strategic partnership with Guala Closures Group, a manufacturer of closures for spirits and wine, and pioneer in connected caps.
The deal consists of the initial acquisition of 20% of Sharp End’s shares by Guala, with potential further capital injections in the future. Guala will remain a minority investor while Cameron Worth, SharpEnd’s founder and current sole shareholder, will retain the majority of the company’s shares.
Guala Closures is a pioneer in connected closures with its NěSTGATE proprietary technology, enabling industrial use in supply chain management as well as consumer engagement programmes.
Meanwhile SharpEnd was founded in 2015 and describes itself as ‘the world’s first IoT agency.’ The company has a global client list including AB-InBev, PepsiCo, Nestlé, Unilever and Pernod Ricard.
The two companies have already worked together on NFC-enabled projects, including partnering with Californian wine brand Böen to use NěSTGATE to allow consumers to use their smartphones to virtually visit an interactive farmhouse with a range of content experiences.
‘SharpEnd’s expertise will allow us to accelerate our Internet of Closures strategy development to help our clients provide better brand experiences to their consumers via the most advanced digital marketing solutions, turning data into valuable consumer insights,’ said Paolo Ferrari, Guala Closures Group’s chief marketing officer.
Cameron Worth, CEO and founder at SharpEnd, added, ‘The partnership with, and growth capital from, our friends at Guala Closures gives us access to their vast R&D facilities and accelerates everything we are doing across creative technology and data in key verticals such as fashion, FMCG, spirits and cosmetics.’
