Contact: Eric Howerton, Founder & Chief Growth Officer, SKU Ninja + WhyteSpyder
Phone: 479-571-0213

London-based Ascential plc Acquires SKU Ninja + WhyteSpyder, an eCommerce Software and Digital Merchandising Company in Northwest Arkansas

November 15, 2021 – ROGERS, Ark. – SKU Ninja + WhyteSpyder, an eCommerce software and digital merchandising company which helps brands succeed on Walmart’s digital marketplace, today announces its acquisition by Ascential plc (LSE: ASCL.L), the specialist information, analytics and eCommerce optimization company.

Founded and headquartered in Rogers, Arkansas, SKU Ninja + WhyteSpyder employs approximately 40 people, led by JS Bull (CEO) and Eric Howerton (Founder and Chief Growth Officer).

SKU Ninja + WhyteSpyder provides retail managed services to more than 80 enterprise brands that trade on, utilizing a mix of technology-driven search engine optimization, retail insights, content management and rich media hosting.

“As one of the world’s largest retailers, Walmart is a very complex ecosystem,” said Bull. “Brands find unique challenges at Walmart, especially when moving over from other digital platforms. Our focus, experience and knowledge around Walmart has enabled us to create software and services to fix problems that other providers don’t know exist.”

SKU Ninja + WhyteSpyder will join Ascential’s Digital Commerce business unit. Adding SKU Ninja + WhyteSpyder’s capabilities will complement Ascential-owned Perpetua and Flywheel’s more Amazon-focused offerings, further building the suite of capabilities Ascential needs to solve brand customers' digital commerce challenges.

“SKU Ninja + WhyteSpyder’s specialism serving brands on Walmart’s rapidly scaling marketplace will accelerate our goal to build out deep cross-platform capabilities within our Digital Commerce business,” said Duncan Painter, CEO of Ascential. “Walmart represents one of the most significant marketplaces in North America and WhyteSpyder’s expertise here, while complementary to our existing Amazon focused capabilities, will provide further growth opportunities for our existing measurement and execution offerings in this region.”

Many brand customers see the Walmart digital platform as the greatest contributor to growth and innovation. SKU Ninja + WhyteSpyder is a founding Walmart Connected Content Partner and has deep domain expertise of the rapidly scaling platform. The addition of SKU Ninja + WhyteSpyder’s Walmart expertise will build toward Ascential’s Digital Commerce mission to help brands and marketplaces win by optimizing and accelerating their digital commerce performance.

Bull and Howerton are both native to Arkansas and have established successful technology and digital careers in the state.

“This acquisition is exciting for our team, community and the state of Arkansas,” said Howerton. “We started with around $800, provided great value to clients and continuously adapted to innovate within the digital industry. It’s a testament to Arkansas entrepreneurism, great people and captured global opportunities.”

Lincoln International acted as financial advisor and Adam Flock with RMP, LLP Attorneys at Law served as legal advisor to SKU Ninja + WhyteSpyder in connection with the transaction.

About SKU Ninja + WhyteSpyder
SKU Ninja + WhyteSpyder is an eCommerce software and digital merchandising company that makes it easy to win online. They combine human expertise and analysis with innovative software solutions to meet the unique needs of eCommerce professionals working with Walmart. SKU Ninja + WhyteSpyder provides brands with the tools and insights they need to create and manage a best-in-class online Walmart portfolio.

About Ascential
Ascential delivers specialist information, analytics and eCommerce optimization platforms to the world's leading consumer brands and their ecosystems. Our world-class businesses improve performance and solve problems for our customers by delivering immediately actionable information combined with visionary longer-term thinking across Digital Commerce, Product Design and Marketing. We also serve customers across Retail & Financial Services. With more than 2,000 employees across five continents, we combine local expertise with a global footprint for clients in over 120 countries. Ascential is listed on the London Stock Exchange.

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