Yorkshire business acquired by Danish company to make it easier to add eCommerce to company websites

The acquisition supports Umbraco’s mission to make it easier to add eCommerce to company websites.

The Umbraco content management system underpins thousands of retail, government, and professional services websites around the world.

Kim Sneum-Madsen, Umbraco chief executive, said: “Vendr is a powerful commerce offering that is well-integrated and can be added to Umbraco projects where needed.”

Outfield Digital co-founder, Matt Brailsford, is an Umbraco ‘certified master’ who has contributed more than 30 software packages to the Umbraco open-source software community over the past eight years.

He has been developing the Vendr ecommerce platform for three years and sees the acquisition as an opportunity to continue working on the platform, with the support of a larger engineering team.

Mr Brailsford and co-founder, Lucy Brailsford, will both join Umbraco, with Ms Brailsford becoming part of Umbraco’s developer relations team and Mr Brailsford leading Umbraco’s commerce technical team.

“I'm so excited to be starting my new role as commerce technical team lead at Umbraco HQ,” said Mr Brailsford.

“I'll get to continue developing the product I've been working so hard on for three years, with additional assistance from the composable DXP team, as well as customer support and sales."

Mr Brailsford added: “Together, I'm confident that we can take commerce in Umbraco to a whole new level.”