Holland & Hart represented Trax Ltd., a technology company revolutionizing retail through data-driven AI and industry-recognized global pioneer of image recognition, on the divestiture of its Image Recognition (IR) business to an affiliate of Gemspring Capital. The acquired unit will be merged with FORM, creators of GoSpotCheck and FORM OpX, to form a new combined company focused on retail execution and shelf intelligence.
This transaction reflects Trax Ltd.’s ongoing portfolio strategy and its decision to sell its non-China IR business to an owner well positioned to support its next phase of growth. Customers of Trax IR and FORM should see expanded capabilities through the combined entity, while Trax Ltd. advances a more streamlined, capital‑efficient strategy.
The Holland & Hart transaction team was led by James Crowe and Paige Coriden, and included assistance from Michael Crisostomo, Peter Perla, Lindsay Silber, Rich Spilde, Cory Talbot, April Medley, Ben Gibbons, Rick Robinson, Alex Kimata, Hao Wang, Conrad Kranz, and Evan Mahon.
For more information, please see Trax Limited’s press release.
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