VU Custom Acquires YR ID to Strengthen Leadership in End-to-End Product Customization Software

Combined capabilities support growing demand for scalable customization experiences across industries and channels

NEW YORK--(BUSINESS WIRE)--VU Custom, a leading end-to-end product customization software platform for consumer product brands, today announced it has acquired YR ID, a software platform powering online, retail, and live product customization experiences for global brands. The transaction brings together two complementary software businesses serving the rapidly growing demand for customization infrastructure across industries, sales channels, and production environments.

VU Custom provides a scalable end-to-end software platform that takes brands from front-end visualization through product administration and order delivery to the factory, serving brands including Bauer Hockey, Vera Bradley, New Balance, BrüMate, and many others.

YR ID adds deep enterprise experience in fashion, sportswear and consumer product customization, serving brands including EssilorLuxottica and Ralph Lauren, with proven capability across ecommerce, retail and live environments. The combination brings together complementary customer bases, enterprise customization capabilities and deep industry expertise across digital and physical channels.

"Customization is the expectation, not the exception," said Colin Woolford, CEO of VU Custom. "Together, VU Custom and YR ID expand our customer base, enterprise market presence, and expertise across ecommerce and retail. YR ID has built an exceptional reputation with some of the world's leading brands, and I am excited to work alongside Tim and the broader team as we bring together learnings from both customer bases to drive greater value for brands of every size looking to deliver scalable, personalized consumer experiences."

“YR ID has always helped brands create more personal, real-time connections with consumers through customization,” said Tim Williams, Head of YR ID. “Joining forces with VU Custom gives us greater scale, deeper expertise and a stronger platform to support brands across ecommerce, retail and live personalization, while continuing to deliver the innovation and service our clients expect.”

The VU Custom and YR ID brands will continue operating as independent business units within VU Custom, with Colin Woolford remaining as CEO of the combined entity and Tim Williams as Head of the YR ID business unit, ensuring continuity for employees, clients, and partners.

“Since backing VU Custom in 2021, we have long believed that the customization space is evolving fast and that the brands who will lead it are the ones building real software infrastructure for the long term,” said Mason Myers, Founder and CEO of Greybull Stewardship. “Seeing Colin and Tim come together, two leaders with industry expertise and strong track records, is exactly the kind of partnership we had in mind. This is a market with significant runway, and we are excited to support what this combined team will build.”

Bradley served as legal counsel. Financial terms were not disclosed.

About VU Custom

VU Custom is an end-to-end customization software platform helping consumer product brands deliver scalable, profitable, and on-demand personalized products across industries, sales channels, and embellishment methods. The platform takes brands from front-end visualization through product administration and order delivery, with an integrated manufacturing network designed to streamline the full customization journey. To learn more, visit vucustom.com.

About YR ID

YR ID is a customization software platform specializing in ecommerce, retail, and live personalization experiences for global brands. With offices in the United Kingdom, United States, Japan, and South Korea, and built on deep customization expertise, including the ConfigureID platform (configureid.com), YR ID powers interactive personalization experiences for leading consumer brands across digital and physical environments. To learn more, visit thisisyr.com.

About Greybull Stewardship

Greybull Stewardship is a private investment firm supporting established, small businesses on their way to scalable and sustainable success. With decades of operational experience and financial acumen, their team of multi-disciplinary operators provides a suite of tailored resources and strategic guidance extending beyond just capital. Greybull proudly cultivates partnerships with motivated entrepreneurs to realize their full potential and confidently navigate the complexities of expansion. Founded in 2010, Greybull is headquartered in Jackson, Wyoming, with team members located throughout the U.S. to effectively support the firm's investments. To learn more about Greybull, visit greybullstewardship.com.