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TheStreet Open House

Provide Commerce Acquires Mobile App Gifting Company, Sincerely, Inc.

Stocks in this article: LINTALINTB

Provide Commerce, Inc., the parent company of leading e-commerce gifting brands ProFlowers®, RedEnvelope®, Personal Creations®, Shari’s Berries®, Gifts.com® and others, has purchased mobile gifting startup Sincerely, Inc. This strategic acquisition accelerates Provide Commerce’s ability to leverage the rapid growth in mobile commerce for its e-commerce brands. As a thought leader in the online gifting space, Provide Commerce will offer its customers more options and enrich the mobile shopping experience through Sincerely’s product line and mobile expertise.

Launched in 2011, Sincerely became known for its mobile photo postcard and greeting card apps and, since then, has expanded into a full mobile gifting service. Its suite of iPhone and Android applications makes gifting easier, fun, and more thoughtful. The acquisition will enable Sincerely to advance its ability to bring these products and services to more customers through the Provide Commerce family of established gifting brands.

Sincerely’s newest application, Sesame, allows users to browse, select and send beautifully designed, curated gifts from their mobile phone. Users can mail postcards with an iPhone or Android through the company’s Postagram app and send personalized photo greeting cards that standout from drugstore cards with its Ink Cards app.

Sincerely founders Matt Brezina and Bryan Kennedy will continue to hold leadership roles and will continue to lead the team to integrate the companies, expand, and bring new products to market. “We started Sincerely with a very simple idea – to make sending physical gifts as easy as sending a text message,” said Brezina. “The connection with Provide Commerce will allow us to bring our capabilities to an even wider audience of customers, even faster than we imagined. And, it comes in perfect time for the holidays.”

To facilitate an effective assimilation of Sincerely into the Provide Commerce portfolio of brands and align the strategies of the companies, current Provide Commerce Chief Technology and Information Officer Brady Cale will transition into the Senior Vice President role at Sincerely. He will help lead the team moving forward in a full-time role. With almost 10 years in technology-based roles at Provide Commerce, Cale will bring invaluable gifting and technology experience to the brand.

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