Repsly, the cloud-based retail execution software provider based in Zagreb, Croatia, has been acquired by enterprise software investment firm, Cuadrilla Capital. This marks a significant moment for both the company and the Croatian startup ecosystem, which has gained global attention.
Founded in 2008, Repsly evolved from a local solution to a globally recognized platform used by brands like Kraft Heinz, L’Oréal, and Adidas. Its success reflects its ability to equip field teams in the Consumer Packaged Goods (CPG) sector with tools to optimize sales, enhance brand visibility, and support data-driven decision-making.
The acquisition
The acquisition of Repsly marks an exciting new chapter, though the full details remain confidential. Cuadrilla, headquartered in Santa Barbara, CA, is an enterprise software investment firm founded in 2021 with over $500 million in assets under management. It partners with exceptional SaaS companies to drive growth and long-term success.
“Brands today face a challenging macroeconomic environment, driven by the need to re-engage consumers in physical retail spaces, combat inflation, and manage supply chain disruptions,” said Jonah Sulak and Vikram Abraham, Co-Founders and Managing Partners at Cuadrilla.
“Repsly’s modern, user-friendly SaaS platform addresses these challenges and more for global brands with large, complex field sales teams. We look forward to supporting Repsly’s innovation and customer value.”
With over 600 CPG and retail service provider clients, Repsly has built a strong reputation with its SaaS platform, which helps brands manage shelf availability, planogram governance, and promotion execution. By centralizing field data, Repsly has helped brands improve sales, reduce costs, and ensure compliance.
Looking ahead, the partnership with Cuadrilla will further enhance Repsly’s platform, with improvements in AI-powered image recognition and advanced data analysis.
This exit will bring smiles to many investors, from local angels to VC funds like SQ Capital, SaaS Capital, and First Beverage Group, among others. Now, as the company enters a new phase, we reflect on its growth and how it reached this pivotal point.
From local startup to global recognition
Repsly was founded by Croatian software developers Marko Kovač and Marko Linke. The idea came from the need for better mobile sales solutions in the CPG sector, especially after Kovač’s experience with a brand manager from L’Oreal who struggled to track product distribution to salons. The company’s first product, a Windows Mobile app, allowed distributors to take orders more efficiently. The app addressed an immediate market gap and set the stage for a broader SaaS solution.
Within its first six months in 2013 Repsly generated $500,000 in revenue. By 2017, it projected $5 million in revenue. The momentum was undeniable, and Repsly’s ability to scale resonated with growing CPG businesses worldwide. A key milestone came in June 2014, when the company raised $1.2 million in a funding round led by Launchpad Venture Group in Boston. This helped them in establishing a stronger team in the Boston office and overall reach in the US.
In 2019, the company was ranked 1086th on the Inc. 5000 list of the fastest-growing private companies in the US, driven by a 387% growth rate over three years. This achievement showcased Repsly’s transition from a regional to a global player.
Marko Kovač played a key role in steering the company through its growth, from its initial mobile sales solution to a cloud-based platform. However, in 2018, Kovač transitioned from his CEO role to focus on other ventures, and Matthew Brogie took over the CEO role.
After the acquisition, with challenges like inflation and supply chain disruptions, Repsly is well-positioned to help brands navigate these issues while improving performance in the field.
