PeriscoPe, a digital accelerator that works with the likes of youth retail giant Culture Kings and athleisure brand LSKD, has acquired fellow Gold Coast-based business growth and marketing agency HYPE Group for an undisclosed amount.
The deal will see HYPE Group, co-founded in 2015 by former rugby league player Selasi Berdie and serial entrepreneur Miles Muecke, join forces with PeriscoPe and create a 30-person strong team in the process.
According to HYPE Group, the merger - announced today - will give the combined entity a larger footprint and strengthen PeriscoPe’s east coast presence which recently grew beyond the Gold Coast to include offices in Brisbane and Sydney.
Co-founded in 2017 by co-managing directors Nathan Crouch and Martin Corr, PeriscoPe was originally an e-commerce accelerator that focused on delivering sustainable and profitable growth to its clients.
It has since expanded into specialising in all forms of digital marketing and development across a variety of sectors for clients including VERVE Fitness, Valley Eyeware, MR SIMPLE, Bellini Footware, DebtPlacer, Deus Ex Machina, Lego and more.
It also offers branding, strategy and design services to clients - the result of a recent partnership with Agency Next Door.
According to PeriscoPe, the two companies have been on ‘parallel paths’ over the last few years. Combined, the two hope to offer a comprehensive view of multiple markets and verticals, whilst continuing to deliver best-in-class expertise in e-commerce and fast moving consumer goods (FMCG) products.
“We know from our own experience and talking to many businesses that marketers are seeking to simultaneously elevate their brand and drive business growth, but efforts are often disjointed and diametrically opposed,” Crouch said.
“The partnership of PeriscoPe and HYPE balances brand building and performance marketing capabilities to form a streamlined approach to sustainable and profitable business growth.
“Uniting our digital, branding and content capabilities, PeriscoPe is now even better positioned to help catapult our clients to the top of their categories.”
According to HYPE co-founder and director Muecke, the deal will result in better outcomes for existing clients of both entities.
“Both PeriscoPe and HYPE have a stated and shared ambition of working to deliver more impactful, innovative and culture changing solutions for our clients,” Muecke said.
“Joining HYPE with PeriscoPe takes both businesses to a whole new level, strengthening our core competencies across the board and helping to continue to deliver on our mission to deliver marketing and innovation for a healthier world.”
As part of the deal, Muecke and Berdie - both finalists in the 2022 Gold Coast Young Entrepreneur Awards - will remain in leadership positions as board members of HYPE Group, with PeriscoPe’s Corr leading the merged business in its new format.
However, speaking to Business News Australia, Berdie says that the deal will allow him to spend more time working on his fast-growing infant formula business Sprout Organic.
Founded in 2020 by Berdie, Muecke and Nadia Schilling, Sprout Organic makes organic and plant-based infant formula, and has been a hit with new parents looking for an allergy-friendly solution for infants and toddlers that suffer from intolerances.
In a short period of time, the company has found rapid success, and recently secured ranging at Chemist Warehouse via a distribution deal that got Sprout on the shelves of the pharmacy chain’s 500 retail stores across Australia.
In partnership with professional UFC fighter Alexander Volkanovski, Berdie and Muecke are also the co-founders of CMBT which manufactures banned substance tested sports nutrition products. Under the same brand, CMBT also operates a 500sqm training centre at Varsity Lakes, Gold Coast, where attendees can learn mixed martial arts.
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