Rogers-based OmniiX, which provides brand management services for online suppliers to Amazon and other e-tail platforms, has been acquired by Canton, Ohio-based Society Brands. Financial details of the deal were not disclosed.
OmniiX founders John Collins and Stormey Collins – Arkansas natives and University of Arkansas graduates – will join Society Brands in leadership roles. OmniiX employs 10 other people. The Rogers office will remain open and the employees will remain with the company. Society Brands does list operations in the following cities on its LinkedIn site: Canton, Ohio; Newport Beach; Calif.; Rogers; and Kalamazoo, Mich.
OmniiX was founded in 2015 and has worked with a number of well-known brands such as Birds Eye, Wish Bone, Banana Boat, Stay Free, Playtex baby, Wet Ones and Schick razors. John Collins, chief marketing officer in the new company, said the last seven years have yielded tremendous success for OmniiX and its clients.
“We’ve serviced hundreds of consumer product companies, built lifelong relationships and managed over $500 million in revenue and $50 million in advertising spend for our clients,” Collins said. “This is a bold and exciting step forward for OmniiX and the next natural evolution for our business. Society Brands has a truly unique model and deal structure that creates alignment with founders while enabling them to take their brand to new heights by sharing best practices and resources.”
OmniiX said it also works to help clients recover fees charged by Amazon. OmniiX said it has a fee recovery rate of up to 70% compared to the typical rate of 44%. Amazon charged an estimated $6 billion in fees in 2018 with the average fees costing 5.9% of the cost of goods.
The company said it also works with clients to expand business with other e-commerce giants like Walmart, Sam’s Club, Kroger. Instacart, Target and eBay.
Society Brands said the acquisition of OmniiX provides in-house expertise and resources to organically grow businesses on Amazon, providing them with the unique ability to scale future acquired companies at a rapid pace.
Society Brands is a tech-enabled consumer products company that acquires e-commerce native brands that primarily sell on Amazon and their own direct-to-consumer sites. The company recently raised $205 million in capital to continue making acquisitions.