US-based customer experience platform Narvar has bought Lumi, a marketplace for packaging and printing products, for an undisclosed sum.

Lumi works with direct-to-consumer (D2C) brands to help them make ‘smarter packaging decisions’.

The company serves more than 700 brands, including Nutrafol, Misfits Market and Parachute Home.

With this acquisition, Narvar aims to ‘revolutionise packaging’ as a new storefront for retailers.

It also plans to help retailers enhance their post-purchase brand experience by giving them access to a supply chain that is both efficient and sustainable.

The deal is intended to bolster Narvar’s position as a customer experience provider ‘from pixel to package’.

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Narvar founder and CEO Amit Sharma said: “From its inception, Narvar has empowered brands to deliver world-class customer experiences with our expertise in digital commerce and supply chain management.

“With Lumi, we elevate our ability to deliver comprehensive solutions to the complex nature of D2C packaging.

“We’ll now be able to help digital retailers personalise the very first physical interaction with customers all in one scalable platform.”

Lumi co-founder and CEO Jesse Genet said: “Lumi is joining forces with Narvar as e-commerce packaging hits the mainstream consciousness.

“Packaging is no longer just simply what gets products from point A to point B, but a pivotal part of each brand’s experience for its customers.

“Packaging isn’t just on a shelf anymore, it’s on our doorsteps, it’s in our homes. And the options for brands to optimise their packaging are rapidly increasing and yet often hard to implement.”

Navar and Lumi aim to create a ‘comprehensive’ network for D2C brands to engage with their customers via both online and offline channels.

Navar said the acquisition comes amidst multi-industry growth in online sales, with Christmas sales expected to surpass $207bn this year.

The company’s customer experience platform is used by more than 1,100 brands, including Gap, Levi’s and Lululemon.