Elaia Partners joins this second financing round alongside Iris Capital and historical investors

Founded less than 2 years ago, ARMIS aims at consolidating its leadership in France and deploying its Multilocal Advertising technology in SaaS



Paris, March 6, 2018 – Just 18 months after its launch, ARMIS announces the closing of a €6 million Series A funding. In January 2017, the company raised €1 million from its historical investor Iris Capital and Business Angels including the family office Sonorfi, Brian O’Kelley (Cofounder & CEO, AppNexus), Michael Rubenstein (President, AppNexus) and Philippe Finkelstein (Cofounder, Altavia). The Venture Capital fund Elaia Partners, which has invested in many successful startups including the French unicorn Criteo, is joining this round.

ARMIS was created relying on a unique mix of expertise in technology and retail coming from David Baranes, former Vice-President Market Development at AppNexus -the world’s largest independent advertising technology company, and Dan Gomplewicz, former Director of Strategy & Innovation at E.Leclerc, France’s largest retailer.

We have reached many key milestones in a short timeframe. Hence we need now new investments to accelerate our commercial growth and continue our technology development. We are very pleased to see another high-profile investor with deep expertise in advertising, technology and retail joining our existing shareholders” said David Baranes and David Gomplewicz, ARMIS co-founders.

Building a leading RetailTech SaaS platform

Armis was founded in June 2016 after a full year spent in R&D in close collaboration with retailers and is now exponentially growing. Its cutting-edge Multilocal Advertising technology, focused on shops, combines geolocation, programmatic buying and Artificial Intelligence. It allows stores to initiate online conversations with their local customers leveraging in-store commercial operations and therefore compete efficiently with e-commerce players such as Amazon. ARMIS brings retailers the missing part in advertising: a way for their key asset – their stores – to engage with online audiences nearby.

This new funding will support the company’s latest development:  offering its activity through a SaaS (Software as a Service) platform that will allow its clients and their partners to access to an optimized integration of the ARMIS technology for the marketing campaigns. It will provide a better autonomy and a higher level of customization when activating Multilocal Advertising campaigns.

ARMIS also aims at consolidating its leadership on the French market. The company already works with leading food retailers (Carrefour, E.Leclerc, Intermarché..), non-food retailers (Norauto, Fnac Darty, Leroy Merlin…), and now looks at new  verticals such as fashion, toys or sport.

Xavier Lazarus, Partner at Elaia, also joins ARMIS’ Board as part of the investment deal.

ARMIS was truly a love at first sight investment: a colossal market that is massively off-line, a cutting-edge technology and a visionary and experienced team, who has a unique expertise in technology and retail market dynamics. We are proud to be part of this adventure. I’m pleased to join the company as Board Member and support the company in this new phase” commented Xavier Lazarus, Partner at Elaia.

We’ve followed ARMIS closely since their very first funding. Dan and David gathered a very talented team, quickly developed a unique technology asset and won promising contracts with French industry leaders. They address a real need for retailers so we obviously keep going with them” said Julien-David Nitlech, Partner at Iris Capital.

Based in Paris, ARMIS’ team doubled in 2017 (20+ people today) and looks for a similar growth in 2018.

ARMIS has developed a SaaS platform which enables physical retailers to use local advertising at scale. The platform allows shops to grow in-store traffic by engaging their local customers on digital media and to competeefficiently with the web’s pure-players like Amazon by leveraging their most powerful assets: their commercial operations, their brands and their physical stores.
ARMIS platform combines tools for marketing operations and a disrupting advertising technology called “Multilocal Advertising” which leans on geolocation, programmatic buyingand Artificial Intelligence.
Based in Paris, ARMIS was created relying on a unique mix of expertise in technology and retail coming from DavidBaranes, former Vice-President Market Development at AppNexus -the world’s largest independent advertising technology company, and Dan Gomplewicz, former Director of Strategy & Innovation at E.Leclerc, France’s largest retailer. Iris Capital
Iris Capital is a European venture capital fund specializing in the digital economy. It supports businesses at various stage of maturity, from start-up to capital development. Since its inception in 1986, the Iris Capital team has invested more than €1 billion in more than 300 companies. With its strong sector specialization and extensive experience acquired over almost 30 years, Iris Capital provides active support to its portfolio ofcompanies, and has offices in Paris, Cologne, Berlin, San Francisco, Montreal, Riyadh, Tel Aviv, Dubai, Beijing and Tokyo. In 2012, Iris Capital entered into a strategic partnership with Orange and Publicis to manage their joint venture capital initiative. Iris Capital has currently invested in more than 50 innovative companies, among which Netatmo, Shift Technology, Adjust, Adomik, Talend, Scality, Kyriba, Searchmetrics, iAdvize, Mailjet, Lookout, Quantifind, PlaceIQ…
For more information on Iris Capital visit www.iriscapital.comAbout Elaia Partners
Created in 2002, Elaia Partners is an independent Venture Capital firm, focused on the digital economy and deep-tech. Elaia Partners has more than €250m under management and invests in high potential disruptive start-ups from the first financing rounds to the emergence of global leaders. With more than 60 years of cumulated experience in both venture capital and digital industries, the investment team offers a close, proactive and relevant support to its entrepreneurs.
In September 2017, Elaia Partners launched a new line of activities dedicated to pre-seed and tech-transfer vehicles. The first initiative is the structuring of PSL Innovation Fund, together with Paris Sciences & Lettres research university.
Elaia Partners was an early investor in companies such as Sigfox, Mirakl, Criteo, Teads,adomik,, Agriconomie, EasyRECrue, Shift Technology, tinyclues, Orchestra Networks, Agnitio, etc.

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