FiloBlu and Diana E-Commerce Corporation create the new Italian e-commerce hub

Padova, 27 Oct. 2022
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FiloBlu and Diana E-Commerce Corporation create the new Italian e-commerce hub

FiloBlu, the shopping experience reference point company and Diana Corp., the hub of creativity, technology and strategy for new digital experiences, create the new pole of Italian e-commerce.

FiloBlu, a strategic partner for digital business growth, specialized in the management of the ecosystem of online activities was founded in 2009 by Christian Nucibella.

Diana Corp., leading agency in the design, creation and management of the e-commerce channel on behalf of fashion, luxury and lifestyle brands was founded in 2007 by Stefano Mocellini and Margherita Silvestri.

The two companies will remain independent and will operate on different placements but will work in synergy to offer whoever sells online everything they may need – from CRM to web marketing, from content to web design. The group is enriched by bringing together new professional skills and services, which hinge on an excellent ability to develop, manage and bring to success projects on the three most important e-commerce platforms of the moment: Adobe Commerce (Magento), Shopify and Salesforce Commerce cloud.

Filoblu’s acquisition of Diana Corp. Is one of the enhancement plan objectives for Gradiente’s investments leadership position on the digital market. Alberto Arcolin, current CEO of FiloBlu, has been appointed as CEO of Diana Corp.. The founder, Stefano Mocellini, will continue to cover the role of President and to actively collaborate in the future and development of the company, also becoming a member of the shareholder structure and Filoblu’s Board of Directors.

“The union of Diana and FiloBlu realizes our vision, which is to create the most important digital services hub  for online sellers. We have an excellent end-to-end proposal on all the services a company may need, on multiple levels and technologies. It is not an ecosystem built by consultants in the laboratory: it is the result of the passion and vision of professionals who use their experience in the everyday field, to create and grow unique projects”, commented Pietro Busnardo and Lorena Lorenzon of Gradiente SGR.

“With this operation, we are creating a new reference for innovation, experience and the ability to express the potential of customers in an omnichannel key. The two companies have found maturity on complementary visions, which now come together strategically to create an offer with significant growth potential. FiloBlu is ready to write a new season of innovation in Italian digital world. In fact, this operation is the natural evolution of our path, a further impetus towards the strengthening of internal skills and investments in technology. A new opportunity to generate value through the creation of an integrated and innovative ecosystem, offering strategic and operational solutions to assist companies in accelerating their online business”, states Alberto Arcolin, CEO of FiloBlu.

“Diana is recognized for the culture of beauty and technological excellence. We have grown a lot and it is a great satisfaction having reached this point, which is a new beginning: we have chosen the ingenious and exciting opportunity to multiply our possibilities thanks to this new harmonious synergy with FiloBlu, which has developed high-level skills on fronts that are different from ours”, comment Stefano Mocellini and Margherita Silvestri, founders of Diana Corp.

Gradiente’s team for this operation was made up of Pietro Busnardo, Lorena Lorenzon and Marika Savegnago. As part of the transaction, FiloBlu and Gradiente were  assisted by Advant NCTM Studio Legale for contracts, legal due diligence and tax due diligence and of Studio Terrin Associati for accounting due diligence.

Diana’s shareholding structure, made up of the founders Stefano Mocellini and Margherita Silvestri and, for a minority share, by H-Farm S.p.A. were assisted by the M&A team of SLCD Legal & Corporate Advisors with the lawyers Carlo Cianfrone and Emanuele Tessari for sales process and contracts,  by KPMG Corporate Finance as Financial Advisor and by Banca Euromobiliare for banking issues.