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Owners
Brandquad (Brand Quad LLC) is a product information management center for manufacturers, retailers and distributors, through which they can create, add, manage and export high-quality content.
Brandquad has been in the web development market since 1998.
2024: Change of Ownership
The Russian developer of the SaaS content creation and analytics SaaS system Brandquad completely changed the ownership structure, and the French structure is no longer a member of the company. According to the Unified State Register of Legal Entities, the share of the Brandquad structure registered in France in the capital of the Russian legal entity Brand Quad LLC first decreased to 35% on September 12, 2024, and on September 19, 2024, the company completely withdrew from the membership.
According to RB.RU, after restructuring, control over the Russian division passed to the founders and Russian investors. In particular, the co-founders of the company, Philip Denisov and Konstantin Shishkin, returned to the shareholders with shares of 17.18% and 14.68%, respectively. LLC MM-Trust, representing the interests of investors Anatoly Mitroshin, Vladimir and Maria Zotov, received 7.91% of the shares. The French structure has withdrawn from the membership, and now 35% of the share belongs to Brand Quad LLC itself, which complies with Russian law - this share should be distributed within a year.
The share of Fria Invest LLC, which previously owned 30% of the company's shares, decreased to 25.23%. Co-founder and CEO of Brandquad Philip Denisov confirmed the fact of restructuring, noting that at the beginning of 2024, 100% of the shares of the Russian legal entity belonged to the French Brandquad, but now the founders and investors have completely reorganized assets.
Denisov explained that this restructuring allows you to divide the activities of divisions in different countries and make the Russian product completely domestic. According to him, this is especially important for Russian customers of the company, who get the opportunity to use domestic IT solutions. The company's flagship product, a PIM system for storing and processing product data, and a DSA system for product analytics in e-commerce remain key offers on the Russian market.[1]
2021: Raising €2.5 million
September 30, 2021 it became known about the investment of €2.5 million in Brandquad. The developer SaaS is a system for content analytics in e-commerce, storage and exchange of data on goods between manufacturers and retailers attracted €1.5 million from Skolkovo Ventures and €1 million from BPI France (state investment bank). France
As Forbes writes with reference to the Brandquad message, the company received money in the form of a convertible loan and a soft loan. Most of the funds raised are planned to be spent on the development of marketing and sales of Brandquad products in the markets of Europe, the Middle East and the USA. In addition, part of the funding will go to the development of products and their adaptation to the needs of global business, and for this the company opens an R&D center in Lille (France).
The Brandquad platform is used by L'Oréal, Estée Lauder, Grohe, Hasbro, Nestlé, Unilever, etc. (as of September 2021).
Brandquad stores and processes data on more than 600 brands and 30 million SKUs. Data on goods are transmitted through 2 thousand channels, including for Ozon, Magnit, X5 Group, other large Russian online retailers and more than 100 sites in Europe.
The startup is also developing data tools to trade through Facebook, Instagram and TikTok.
By the end of September 2021, Brandquad plans to occupy at least 1% of the world market within 3-5 years and increase revenue to €100-150 million per year. According to Marketsandmarkets, the global market for product data management systems in 2020 was $9 billion and should grow to $16 billion by 2025.
 | The [coronavirus COVID-19] pandemic has accelerated the growth of the e-commerce market and opened up new opportunities for the development of Brandquad. With the help of the funds raised, we want to further accelerate the growth of revenue and capitalization of the company, which in the future will allow attracting better financing and talents, "said Brandquad co-founder Philip Denisov.[2] |  |
2019
Integration with the International Barcode Standardization System GS1
- Brandquad SaaS content Internet store management platform on June 25, 2019 announced that it had agreed to cooperate with. Russian representative office of GS1
Integration International Barcode Standardization System GS1 with will allow Brandquad partners to generate barcodes for new products or add barcodes of the following levels for products already on the market. The entire barcode log is synchronized online (interface API for), programming which eliminates the possibility of duplication.
The Brandquad platform allows you to create the entire barcode structure - GTIN single packaging (barcode of the 1st level), GTIN group packaging (2nd level), ITF-14 transport packaging (3rd level), ITF-14 group transport packaging (4th level) - through the interface, without the need to use third-party resources. The EAN-13 bar code required to integrate the manufacturer with the GS1 database is a graphical representation of the unique international product number EAN/UCC-13 in a form suitable for automatic reading. Only after publication in GS1, the barcode becomes officially registered, the company explained. GS1 has a monopoly on its verification.
Third-party services request barcodes available to various manufacturers and keep this list at home, generating barcodes from it. If multiple cabinets are connected to generate barcodes, there may be a situation where the same barcodes will be used for different products. Brandquad does not store a list of barcodes, and each time requests them directly to GS1.
| | According to the rules of the GS1 system, since the publication of the barcode, the manufacturer has less than a day to make any changes, after which it will be impossible to fix errors. After the manufacturer decides that the product is ready to go on the shelf, he will be able to publish the product in the GS1 system. Since registration of goods in GS1 is paid, the Brandquad platform will avoid additional financial risks, "said Philip Denisov, co-founder and CEO of Brandquad. | |
Integration with Yandex.Market
On May 24, 2019, it became known that SaaS content Internet the Brandquad store management platform announced cooperation with. With the Yandex.Market help integration of (programming API interface), the Brandquad platform will provide, storage processing and transmission data of manufacturers' products to the service for selecting goods in the required format.
Customers are deprived of the opportunity to "touch" the product when shopping online, so it is necessary to provide them with as diverse content as possible: photos, attributes, videos, photos in 3D and 360 formats. At the same time, brands face a number of problems in transferring product information to the retailer. In addition to the fact that some products have a complex set of attributes and descriptions, each retailer has its own requirements for information and digital resources (for example, restrictions on the number of characters, support for various permissions and photo formats, etc.).
The Yandex.Market content department requires suppliers to provide data in accordance with certain standards directly through the API (software interface) or in a personal account, which is filled out manually. Brandquad automates this process.
Denisov Philip noted:
| | According to our research, earlier customers took an average of about 60 minutes to complete data in Yandex.Market. Now the service partners can send data on their products to Brandquad, and the platform operators will download all this in the format necessary for Yandex.Market. The Brandquad team automated these processes and offered a convenient tool that simplified the high-quality design of content according to the requirements of the service. Now for manufacturers, the time to send content to the Market has decreased to 5-10 minutes. | |
A PIM-module (Product Information Management) will be used software for data transfer. The process will consist of several stages.
First, Brandquad will receive API keys from the client to communicate with the service API to select products on behalf of the brand. Then Brandquad will determine the category of the manufacturer's goods in Yandex.Market, and converts the product information into the required format for selecting goods using machine algorithms. Algorithms will also be able to automatically convert data according to the metric system. The product information may include both text attributes and multimedia content.
After converting and transferring product information to the product selection service, Brandquad will notify the manufacturer that the product cards are in moderation on the Yandex.Market side. The integration of Brandquad with Yandex.Market also implies the constant update of product information and attributes in accordance with the data existing in the Brandquad PIM module. Thus, the brand can be sure that Yandex.Market presents up-to-date, correct and complete content that will increase sales and increase the level of loyalty of both existing and potential customers. Thanks to the interaction of Yandex.Market with Brandquad, the buyer will receive goods that 100% coincide with the description on the online shelf.
Integration with Yandex.Market is paid for manufacturers and works according to the monthly payment model.
2018
As of August 2018, Brandquad's platform promotes division collaboration by assigning assignments and allocating responsibilities as new products become available, enables syndication of product information through a distributed ecosystem, and provides analytics to increase sales.
2016
As of December 2016, the company's services operate daily with more than 8,000,000 SKUs from different stores and manufacturers. Brandquad solves the problems of optimizing and distributing the product catalog and marketing information of the largest manufacturers and brands.
Notes
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