IoT agency strikes strategic partnership with bottle closure brand

Charlie Spargo's picture
by Charlie Spargo

London Internet of Things (IoT) agency, SharpEnd, has received both a capital injection and deal agreement with Guala Closures, a global provider of alcohol safety closures.

SharpEnd's deal includes the acquisition of a 20% stake by Guala, who are a minority investor. Cameron Worth, SharpEnd’s Founder and current sole shareholder, holds the majority stake in the company.

The 2015-founded agency will scale up the development of its IoT platform, with the intention of it being implemented by clients of Guala Closures. It will play a part in areas like supply chain management, stock management, theft prevention and ultimately product security, anti-tampering and forgery prevention.

As a creative tech partner, SharpEnd has a client list including AB InBev, PepsiCo, Nestlé, Unilever and Pernod Ricard.

Paolo Ferrari, Guala Closures Group Chief Marketing Officer and M&A Director, said: “SharpEnd’s expertise will allow us to accelerate our Internet of Closures strategy development to help our clients provide better brand experiences to their consumers via the most advanced digital marketing solutions, turning data into valuable consumer insights.”

Cameron Worth, CEO and founder at SharpEnd, said: “The partnership with, and growth capital from, our friends at Guala Closures gives us access to their vast R&D facilities and accelerates everything we are doing across creative technology and data in key verticals such as fashion, FMCG, spirits and cosmetics.”

Last year, SharpEnd and Guala worked together to create tech-enabled wine bottles for Boen, a Californian wine manufacturer.