Vistaprint rebrands as Vista, acquires Crello and Depositphotos to cater to print, design and digital marketing needs of SMBs

VistaPrint, the design and marketing partner of several small businesses, announced its rebranding as just ‘Vista’ along with a couple of acquisitions to fortify the opportunity to serve SMBs well with digital services.

Acquisition for €73.4M

The company has acquired online graphic design editor Crello and its parent company Depositphotos, for $85M (approx €73.4M). Depositphotos is a stock content marketplace with more than 200M royalty-free images, videos, and music options for striking designs.

Currently, the company encompasses VistaPrint, 99designs by Vista, Vista x Wix and the company’s most recent acquisition. Crello, on the other hand, will be rebranded as VistaCreate. 

“For more than 20 years we have helped small businesses look and feel credible, and as their needs have changed, we have evolved with them,” says Robert Keane, founder, and chief executive of Vista and its parent company Cimpress. “We’re excited to announce our new parent brand Vista, which reflects our ongoing transformation into the expert design and marketing partner for small businesses around the world. The launch of VistaCreate is a critical part of this journey, providing small businesses with access to a world-class social media creative design solution.”

Vadim Nekhai, the former CEO of Depositphotos, joins the Vista team and will continue to lead VistaCreate and Depositphotos reporting to EVP and President of International for Vista, Florian Baumgartner.

Vadim Nekhai, Vice President, VistaCreate and Depositphotos says, “Over twenty years ago, VistaPrint invented online design and publishing tools for print marketing materials to empower small businesses to create attractive designs without having to learn complex software. VistaCreate brings the same simplicity to social media and other forms of digital design and Depositphotos brings a vast library of high-quality imagery, videos, and music. We look forward to being part of the Vista team as we continue to innovate together to help small businesses look and feel professional both online and offline.”

Why this acquisition?

According to Techcrunch, Vista’s move comes as a part of a $250M (approx €216M) investment to update its platform and brand.  

In October 2020, Vista acquired 99designs to provide small businesses access to designers to craft their logo, website, packaging, and more. 

In August, Vista announced a partnership with the cloud-based web development platform Wix to power the creation and management of Vista x Wix websites and related digital solutions for small businesses.

Vista: What do you need to know

Founded by Robert Keane, Vista is a Cimpress company that helps small business owners across the world design and market their business. The remote-first company has a growing footprint with team members working in more than 25 countries.