Marlin portfolio company Bazaarvoice acquires AddStructure

LOS ANGELES, February 23, 2018 – Marlin Equity Partners (“Marlin”) is pleased to announce that it has acquired AddStructure Inc. (“AddStructure”), a provider of state-of-the-art search and discovery applications for e-commerce companies. The company’s SaaS platform utilizes machine learning and natural language processing technology to analyze large amounts of consumer-generated content (“CGC”) and deliver relevant product search results that help consumers make faster, more informed buying decisions. AddStructure has been merged with Bazaarvoice, a Marlin portfolio company, adding new content analysis capabilities and strengthening Bazaarvoice’s core  ratings and reviews platform.

“As consumer behavior continues to evolve, brands and retailers must keep pace with new shopping trends and technologies in order to deliver engaging and consumer-friendly shopping experiences,” said Gene Austin, CEO of Bazaarvoice. “AddStructure’s advanced capabilities in natural language processing and machine learning are an incredible addition to our product portfolio and we are excited to partner with the AddStructure team to bring innovative e-commerce solutions to market and deliver tremendous value to our clients.”

“The acquisition of AddStructure is consistent with our commitment to provide Bazaarvoice with the financial support needed to continue delivering best-in-class solutions to its customers,” said Nate Pingelton, a principal at Marlin. “The addition of AddStructure’s advanced search and discovery applications further enhances Bazaarvoice’s value proposition to brands and retailers, while also improving the online shopping experience for consumers.”

About Marlin Equity Partners
Marlin Equity Partners is a global investment firm with over $6.7 billion of capital under management. The firm is focused on providing corporate parents, shareholders and other stakeholders with tailored solutions that meet their business and liquidity needs. Marlin invests in businesses across multiple industries where its capital base, industry relationships and extensive network of operational resources significantly strengthen a company’s outlook and enhance value. Since its inception, Marlin, through its group of funds and related companies, has successfully completed over 120 acquisitions. The firm is headquartered in Los Angeles, California with an additional office in London. For more information, please visit

About Bazaarvoice
Bazaarvoice helps brands and retailers find and reach consumers, and win them with the content they trust. On a monthly basis, more than one-half billion consumers utilize the Bazaarvoice Network to view and share authentic consumer-generated content, including ratings and reviews, as well as curated visual content, across 5,500 brand and retail websites. This visibility into shopper behavior allows Bazaarvoice to capture unique first-party data and insights that enable its targeted advertising and personalization solutions. Founded in 2005, Bazaarvoice is headquartered in Austin, Texas with offices across North America, EMEA and APAC. For more information, please visit

For additional information, please contact Peter Spasov at (310) 364-0100 or via e-mail at