Eyeing increased demand among B2B and retail companies for technology that manages their product data and digital marketing assets across ecommerce channels, United Kingdom-based Pimberly doubled its customers in the past two years while expanding its workforce and entering the U.S. market with a New York office.

Now it’s ready to push further ahead with 4 million British pounds (US$5 million) in new funding, bringing its funding-to-date to over £14 million (US$17.8), Pimberly said yesterday. It plans to upgrade its PIM and digital asset management (DAM) technology platform and expand in its already growing presence in the U.S. and European markets.

Pimberly says its client base includes such companies and brands as Cotton Traders, Dover Saddlery, Footasylum, Havey Nichols and JD Sports.

Martin Balaam, CEO, Pimberly

“The leading ecommerce businesses now sell on multiple marketplaces around the world, which means they have to list their products on numerous different sites and in different languages,” Pimberly founder and CEO Martin Balaam says. “Our product helps them to enrich their product information with more relevant data, images, videos and 3D visuals, and improve the customer’s shopping experience.”

The funding is from NPIF—Mercia Equity Finance, which Mercia manages as part of the Northern Powerhouse Investment Fund. Mercia also contributed its own funds.

Will Clark, a managing director at Mercia Ventures, says “The North West of England has built a strong track record for ecommerce, which stems from its role as a center for the mail-order catalogue industry. Pimberly builds on that tradition and … has been expanding steadily and has created a strong foundation in the U.S. market. This latest investment will help [Pimberly] accelerate its growth and take the business to the next level.”

The Northern Powerhouse Investment Fund project is supported financially by the European Union, using funding from the European Regional Development Fund (ERDF) as part of the European Structural and Investment Funds Growth Programme 2014-2020 and the European Investment Bank.

Paul Demery is a Digital Commerce 360 contributing editor covering B2B digital commerce technology and strategy. [email protected].

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