Creative Realities and Reflect Systems Announce Merger

The companies expect the merger to close in the first quarter of 2022


Creative Realities Inc. and Reflect Systems Inc. announce that the companies have executed a definitive merger agreement. Under the terms of the agreement, the combined company will operate under the Creative Realities Inc. name and continue to be listed on NASDAQ as CREX.

“This really is an ideal combination,” says Rick Mills, CRI’s CEO, who will continue to act as CEO for the combined company. “CRI has a strong history of deploying large-scale digital signage projects, driven by our creative and project management teams. Reflect has content management software platforms like ReflectView, which has become an industry standard for scalable, flexible, reliable digital signage. Reflect’s AdTech platform, AdLogic, is currently used by publishers to deliver approximately 1 billion ads per month. Combined, we offer some of the most comprehensive digital signage and media solutions available in a one-stop shop for customers.”

Lee Summers, CEO of Reflect, will also remain with the company and lead the combined company’s AdTech initiatives, including full integration with Supply Side Platforms and Exchanges. Commenting on the merger, Summers notes, “Not only do CRI and Reflect have complementary offerings, but we have also traditionally been strong in complementary markets. While CRI has excelled in Quick Service Restaurants, stadiums, and C-store markets, Reflect has excelled in retail, healthcare, banking, Digital-Out-of-Home, and corporate communications. Together we can address virtually any digital signage need for any sector.”

The combined company will be headquartered in Louisville, Kentucky, while maintaining the Reflect offices in Dallas.

Post-merger, the company says it will offer:

  • Purpose-built menu board software via the CRI Clarity platform
  • Digital signage Software-as-a-Service (SaaS) via ReflectView and Reflect Xperience
  • Digital-Out-Of-Home advertising solution with the AdLogic platform
  • Engineering design and planning
  • Installation services
  • Creative planning and design
  • IPTV streaming platforms
  • Post-deployment support

The companies say they expect the merger to close in the first quarter of 2022.

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Marie Fennema

Marie Fennema is the editor of the GRAPHICS PRO Today, covering news and guidance in apparel decoration, awards and engraving, and sign and digital printing.

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