Lowe’s Home Centers’ Acquisition of Boomerang Retail Analytics Platform


Fenwick & West represented Boomerang Commerce, Inc. in the sale of its retail analytics platform.

Lowe’s Companies, Inc. (NYSE: LOW) is a FORTUNE® 50 home improvement company serving more than 18 million customers a week in the United States and Canada.

Founded in 2012 and is based in Mountain View, California, Boomerang Commerce, Inc. develops a price optimization platform for online retailers. It develops CommerceIQ, an end-to-end platform for consumer brand manufacturers, which utilizes machine learning for automatic analysis of e-commerce variables in real-time for automatic identification and recommendation of the sales-related actions.

The acquisition is designed to assist in modernizing and digitizing Lowe’s approach to pricing.

Lowe’s acquisition includes the proprietary technology and tools for the Retail Analytics platform but excludes customer contracts and related confidential information and data. As part of the transaction, some associates from the Retail Analytics teams based in Bangalore and the United States will join Lowe’s. After this acquisition, Boomerang Commerce’s product ™, which automates e-commerce growth for leading consumer brands, will operate as an independent business under the name with Mr. Hariharan as CEO.

The Fenwick transaction team included corporate lawyers Alan Smith (Picture), Scott Behar, Thomas Kang, Samuel Fleuter and Alex Knight; executive compensation and employee benefits lawyers Matthew Cantor and Sarah Ghulamhussain; technology transactions lawyers Jonathan Millard, Joseph Schenck, Albert Tawil and Karen Graefin vom Hagen; and tax lawyers William Skinner and Timmoney Ng.

Involved fees earner: Scott Behar – Fenwick & West LLP; Matthew Cantor – Fenwick & West LLP; Samuel Fleuter – Fenwick & West LLP; Sarah Ghulamhussain – Fenwick & West LLP; Thomas Kang – Fenwick & West LLP; Alex Knight – Fenwick & West LLP; Jonathan Millard – Fenwick & West LLP; Timmoney Ng – Fenwick & West LLP; Joseph Schenck – Fenwick & West LLP; William Skinner – Fenwick & West LLP; Alan Smith – Fenwick & West LLP; Albert Tawil – Fenwick & West LLP; Karen Graefin vom Hagen – Fenwick & West LLP;

Law Firms: Fenwick & West LLP;

Clients: Boomerang Commerce, Inc.;

Author: Ambrogio Visconti