Rogers Company Re-Branded, Plans Aggressive Expansion

A Washington, D.C.-based data technology company with a presence in Benton County has changed its name, and announced new leadership and expansion.

Vision Chain Inc. re-branded as Orchestro in February, according to a news release. The company was formed in 1999 as a consumer products data platform, using big data analytics to help some of the world’s largest brands gather insights to help guide their sales, category and supply decisions.

According to its website, Orchestro processes more than 1 million items, through 69 retailers, five syndicate data sources and more than 50 distributors, and across roughly 150 billion points of distribution.

Orchestro has two offices — its company headquarters in Washington, D.C., and the Center of Excellence at 5310 Village Parkway in Rogers.

Orchestro has had a presence in Northwest Arkansas since 2004 — with just one employee — but the CoE was established in 2009 with three employees.

Today, 28 employees — about half the company’s total — office from the CoE, and all customer delivery is executed from the CoE.

The company’s top executive in Rogers is Paul Springmann, co-founder and vice president of applications and science. The company’s chief data scientist, Matt Waller, is the Garrison Endowed Chair in Supply Chain Management in the Sam M. Walton College of Business at the University of Arkansas.

Springmann said Orchestro’s recent growth is a testament to what the company has been asked to deliver to its customers.

Orchestro, according to the news release, has nearly doubled its work force in the last three months and just appointed a new CEO, Prashanth V. (PV) Boccasam.

The company also plans to relocate its headquarters to northern Virginia’s technology corridor later this spring, said Michele Perry, vice president of marketing and strategy.