Astound Commerce has merged with Fluid, a digital CX and software solutions company, to create a commerce-led digital experience agency. The combined organization will provide digital design, consulting and engagement marketing.

The merger doubles U.S. operations for Astound Commerce, adding a presence in New York to its offices in San Francisco, London, Munich, Hamburg, Dubai and Toronto. The combined company will employ nearly 800 people. Astound Commerce CEO Igor Gorin will lead the merged company as CEO.

“Fluid leads the industry in customer experience innovation and creating engaging, interactive digital experiences, which is a huge value add for Astound Commerce,” said Gorin in a statement. “As our customers require more support across every aspect of their digital commerce offerings, this fully integrated model prepares us for the future.”

As Salesforce partners, Astound Commerce and Fluid will allow customers to leverage the team’s Salesforce expertise for higher-quality digital experience on Salesforce Commerce Cloud.

“Today’s consumer journey is no longer a simple straight path; it is nuanced, with multiple touch points, complex integrations and business rules,” said Vanessa Cartwright, CEO of Fluid in a statement. “Our shared vision is to help brands be more impactful and relevant to every type of consumer journey with engaging, effective experiences.”

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