Cyncly, a global provider of living space software solutions, announced its acquisition of Broadlume, a digital marketing and business management software company serving the flooring industry. Financial terms were not disclosed.

The acquisition brings together Broadlume's expertise in digital marketing and web platforms with Cyncly's comprehensive business management solutions. The combined entity will operate under the Cyncly Flooring brand, though the transition will roll out gradually over several months.

"I've always thought what an amazing combination it would be if we took the best of what Cyncly has to offer and what Broadlume has to offer and spend all that energy really helping our customers as opposed to being in competition," Mark Lukianchuk, general manager of Cyncly Flooring solutions, told Floor Trends & Installation. 

The merger follows Cyncly's acquisition of Mobile Marketing in 2023, another digital technology and web services provider, demonstrating the company's continued investment in the flooring industry. Carole Cross, founder of Mobile Marketing, praised the benefits of joining Cyncly: "The backing, the support, the process, the expertise, and all the different functions, the ability to not have to do things like payroll and benefits... now to really be able to just double down on time with customers and focus on the future has been great."

Broadlume CEO Todd Saunders will join the Cyncly team, along with other key leadership members. "We're all in under one name, under one mission," Saunders said. "What Cyncly is signaling to the flooring industry is that they're all in on the flooring industry."

Recent research conducted by Cyncly revealed significant flooring industry trends, including a generational shift in leadership. Many longtime industry veterans plan to transition their businesses to the next generation within the next five years. Additionally, two-thirds of its customers expressed interest in expanding beyond pure flooring into areas like cabinets, countertops, and window treatments, aligning with Cyncly's broader focus on the entire living space category.

The companies will maintain separate booths at the upcoming Surfaces trade show in January with some cross-pollination but plan to showcase their unified vision at the Cyncly Connect flooring conference in Chicago, Illinois, in May.

Cyncly's global presence—with over 70,000 customers and 2,000 employees worldwide—opens possibilities for international expansion. 

Lukianchuk emphasized the company's goal to be seen as a strategic partner, leveraging not just Cyncly's technology solutions but also their combined team's decades of industry experience.

"Another aspiration is for Cyncly Flooring to be seen as a one-stop shop within the industry," Lukianchuk said. "My aspiration personally would be that when a customer is looking for a technology solution, I want them to pick up the phone and call Cyncly and see if we have something that can really help them."

The integration will focus on maintaining existing customer relationships while expanding services.

"We have a lot of partnerships today across the board, and now with the combined companies—everyone from manufacturers to retailers to distributors," Cross said. "What I'm looking forward to doing is every day, how do we bring more value to those groups? How do we make it easier, faster, simpler, more streamlined, more integrated?"

The transaction is expected to close by mid-December 2024, with both companies continuing to operate independently until completion. The gradual integration process will help to ensure minimal disruption to current customers while working toward a unified platform that serves the entire flooring industry ecosystem. 

Listen to the full interview here