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Luxury brands analyst Launchmetrics buys competitor DMR

Luxury brands analyst Launchmetrics buys competitor DMR

March 31, 2022

In the United States, Launchmetrics, a specialist in measuring the performance of fashion, luxury and beauty (FLB) brands, has acquired its main competitor, the luxury market media monitoring and analysis company DMR. Terms of the agreement were not disclosed.

Based in Milan, DMR offers an understanding of the media landscape, influencers, brands and their communications and PR activities, with a particular focus on the luxury and lifestyle markets. The teams provide quantitative and qualitative data and analyze brands, competitors, product categories and specific topics, and track the space and value of editorials and advertising from the reader’s perspective. In addition, the company tracks website content and measures the effects of digital PR activities, as well as posts on social media platforms.

Following the acquisition, Launchmeterics becomes a SaaS provider for more than 1,200 FLB brands, and the combined business will have more than 400 employees, across ten offices worldwide. DRM founder Enzo di Sarli (pictured) will stay on as a consultant, alongside former DMR CEO Marco Levi. Commenting on the news, di Sarli said, “Launchmetrics has been a long-time competitor to DMR, the conversation has been a natural evolution over the years and my primary goal with this decision is to secure my legacy, over the course of years to come – to both DMR customers and DMR staff around the world, who have been by my side throughout this exciting journey”.

Launchmetrics CEO Michael Jais adds, “We’ve worked hard to create the industry’s most powerful solution for optimizing and measuring brand performance – with the added value of DMR, our momentum is fueled. I’m proud to say that we’re an undisputed player in our category, but we’re also one step closer to achieving our larger business goals: reaching over $100 million in ARR (annual recurring revenue) by 2025”.

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