Amsterdam’s Bynder is Bringing Cloud-Based Brand Portals to the United States

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The young Dutch development team has gone global with the acquisition of Boston-based LumaCloud LLC.

Bynder will now also have headquarters in Boston

“Because of our developer roots and our passion for online, we’ve been one of the first to offer a truly scalable, turnkey cloud-based MAM solution,” says Chris Hall, CEO of Bynder.

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The market for on-demand cloud-based brand management tools (Marketing Asset Management, or “MAM”) is gaining momentum, and Bynder has staked its claim in the US with a SaaS product that focuses on usability and customization. Bynder’s clientele already includes major international brands such as KLM, Volkswagen, Scotch & Soda, Ingersoll Rand and Allergen.

Still Just a Team of Developers

“Everyone on our team is still primarily a web developer. We’re really focused on adopting new and scalable web technology, but we’re also incredibly passionate about UX and design. We try to get users to really want to use our services,” says Chris Hall, founder and CEO of Bynder.

Bigger Footprint in the United States

Kristof Vereenooghe, LumaCloud’s founder, who will be spearheading the operations from Boston, MA, comments, "We've been implementing parts of the Bynder platform with our customers for some time now. We've been very impressed by the completeness of the Bynder proposition and especially the speed and quality of development of the product. With the local presence we have in the States, we can now really start gaining traction over here too.”

Extra Rocket Fuel

CNBB Venture Partners, also based in Rotterdam, is backing the deal in a mix of cash and equity. Valuation levels sit at around $20 million, and recurring revenues have grown to the multi-millions. Arco van Nieuwland and Lucas Brentjens, partners of CNBB and both ex-Exact Software and founders of, will be joining the advisory board of Bynder. "Besides all the tangible benefits of this deal, its great to have this huge amount of experience to fall back on. It is very motivating and reassuring to have Kristof, Arco and Lucas on board, all veterans in growing companies towards - and beyond - IPO stage. The financial backing from CNBB is really our extra rocket fuel,” says ex-TomTom manager Robbert Flipsen who will remain the operational lead for Bynder’s Amsterdam headquarters.

About Bynder

Bynder is the world’s most user-friendly brand management system, and a leader in eCommerce DAM solutions. Currently the team consists of 36 full-time employees, spread out between offices in Amsterdam, Rotterdam and now Boston, MA. With over 150 enterprise brand portals and more than 50,000 users in 45 countries, Bynder is a Deloitte Fast50 company with 200%+ year on year growth. Bynder is a completely cloud-based marketing resource management solution, with the potential of a private cloud setup, and extensive customisation and integration.

About Luma

LumaCloud LLC is an integrated MAM (Marketing Asset Management) platform that allows you to address all your marketing needs when it comes to printed collateral, email communication, social media, merchandising and digital asset management. Employing a great team of passionate people, Luma serves many of the worlds most dynamic brands and businesses, including well-known names such as Ingersoll Rand, SkinMedica/Allergan, Bacardi-Martini, and many others.

About CNBB

CNBB Venture Partners is an independent venture capital fund that supports entrepreneurs in realizing their growth ambitions by providing capital and strategic support. Owners Arco van Nieuwland (co-founder of Exact software) and Lucas Brentjens (ex-CEO of Exact Software) also manage several other companies and founded The Yuki Company.

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Chris Hall
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since: 10/2011
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Bynder - Brand Portal and Digital Asset Management Software
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Bynder - online Brand Portal and Digital Asset Management solution

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