Vista Rebrands After Acquiring Crello & Depositphotos

Vistaprint Evolves into Vista with Strategic Acquisitions

Vistaprint, a well-known provider of printing and marketing solutions for individuals, freelancers, and small businesses, is undergoing a significant transformation. The company is bolstering its digital service offerings through the acquisition of two key players in the online design space.

Acquisition of Crello and Depositphotos

Vista is acquiring Crello, an online graphic design editor, and Depositphotos, a stock photo repository, for a combined total of $85 million. This move directly positions Vista to compete more effectively with companies like Canva in the rapidly growing SMB digital services market.

Rebranding and New Service Launch

Alongside these acquisitions, Vistaprint is simplifying its brand identity, now operating as simply “Vista.” A new service, VistaCreate, powered by Crello’s technology, will be launched to further enhance its design capabilities.

Significant Investment in Platform Revitalization

This strategic shift is supported by a larger $250 million investment dedicated to revitalizing and modernizing Vista’s platform and brand. This investment includes the previous acquisition of 99designs, a marketplace for freelance designers, and a recent partnership with Wix to integrate services.

Print Remains a Core Focus

Vista emphasizes that these developments are not intended to diminish its print services. Instead, the goal is to augment its existing offerings with robust digital design tools.

Vista’s Vision for SMB Support

“Our north star is to be a partner for SMBs in digital print and design,” stated Florian Baumgartner, EVP and president, international, of Vista. The company currently serves “millions” of customers globally.

Crello’s Growth and User Base

Founded in 2017, Crello has experienced substantial growth, operating as a bootstrapped company. It has amassed a user base of “millions,” adding 3 million new users in the past year alone, across 150 countries. Users generate over 1 million projects monthly.

Depositphotos’ Extensive Library

Depositphotos boasts a vast library of over 220 million royalty-free photos and graphics, contributed by a network of 100,000 creators. Based in New York, the company had previously secured nearly $6 million in funding, including investment from TMT Investments.

Canva as a Major Competitor

Canva, currently valued at $40 billion, represents a significant competitive force in the market. Its substantial resources allow for continuous innovation and the development of new products, such as its recent foray into video creation.

Consolidation as a Strategic Approach

Despite Canva’s dominance, Vista believes there is an opportunity for established players to create a competitive landscape by consolidating various design services onto their own platforms.