Tryzens partners with WestBridge to drive global growth

International digital commerce agency Tryzens has completed a management buyout with support from private equity firm WestBridge.

The MBO, led by chief executive Andy Burton, marks the exit of Scottish Equity partners (SEP) and will enable Tryzens, which lists Sweaty Betty, Cotton On Group and Treasury Wine Estates among its clients, to pursue ambitious global expansion plans and further enhance its range of digital commerce services.

Tryzens delivers end-to-end digital commerce strategies and solutions to global brands with a digital-first approach. Through a collaborative and proven approach, Tryzens works with clients to build connected customer experiences across digital channels, provide LiveOps for 24/7 support, maintenance, and security of critical operations, and lead ongoing, data-driven optimisation strategies to continually adapt and thrive in the dynamic commerce landscape.

Through its Fuse business unit, Tryzens also partners with innovative technology vendors such as Klarna, Loqate GBG, and Attentive to streamline the implementation of merchant solutions, reducing costs and time to implement, and helping them to successfully engage with merchants. Its client portfolio includes leading global technologies, from payment solutions to logistics and marketing platforms.

Tryzens follows a customer-led and technology-agnostic approach to implementing business solutions, using both enterprise and headless architecture. It has deep technical and solutions expertise in Salesforce and works with a broad range of platforms that include SAP, Adobe, and Shopify Plus to ensure its clients receive the best solutions that meet their digital experience, commercial, and operational needs.

Headquartered in London and with offices in Australia, Bulgaria, and India as well as launching in the US, Tryzens partners with clients to deliver a global solution, from design and implementation through to delivery and 24/7 monitoring, support, and optimisation. The fundamental role that Tryzens puts in sustaining its clients’ continuous success ensures the cultivation of trusted long-term relationships.

The Tryzens management team chose WestBridge as its preferred partner to support its global growth ambitions. These are underpinned by: innovation and deep client relationships based on their ethical investing model; focus on enabling acceleration of business performance; and alignment on cultural values that Tryzens have built their business around.

Ed Minton, Investment Director at WestBridge, said:

“We are excited to be partnering with such an exceptionally strong team. Having visited their operations around the world, we have seen first-hand that they have created a business that is passionately client focussed, growth oriented and steeped in understanding of digital commerce technology, strategy, and customer experience. With these foundations, Tryzens provides an ideal platform for further organic growth and selective acquisitions.”

Andy Burton, Tryzens CEO, said:

“We are delighted to have selected WestBridge as our new partner, who share our ambition, principles, and drive. Their culture is strongly aligned with ours and even during due diligence we saw the benefit of their approach to value creation as we move forward.

As a leading specialist in the world of digital commerce, Tryzens has an exciting future ahead in a market that is constantly evolving. We are confident that WestBridge are the ideal partner for this next phase of our growth and development.”