UX Agency Foolproof Buys Creative Tech Firm Knit

In the UK, user experience design agency Foolproof has acquired personalisation and targeting technology specialist Knit for an undisclosed sum.

Foolproof has offices in London and Singapore, and uses consumer insight and data to assist in the creative design of digital products and services. Knit undertakes research among consumers and then targets them with personalised messaging across multiple platforms.

The firms say the combined entity will help clients create in-home, out-of-home, in-store, and in-branch digital and physical experiences for their customers. Under the deal, Knit will retain its name, and founder Nick Thompson (pictured) will continue to run the venture on a day-to-day basis. No jobs will be lost as part of the transaction, and the combined Foolproof and Knit business will have a staff of more than 100 people, with an expected turnover of c.£10m in 2015.

Commenting on the move, Thomson said: 'Joining Foolproof gives us the platform from which we can help more brands understand how new technology can be deployed into the most important areas of their business, and in a way which is firmly rooted in genuine customer needs.'

Web sites: www.foolproof.co.uk and www.weareknit.co.uk .