Cimpress (asi/162149) is digging deeper into the digital services marketplace.

The Top 40 promotional products distributor has acquired Crello, a do-it-yourself digital design platform that competes with popular graphic design platform Canva.

Robert Keane, CEO, Cimpress

Crello, which Cimpress purchased for a reported $85 million along with its parent company, stock photo repository Depositphotos, will be now be known as VistaCreate.

Cimpress asserts that Crello will “make it easy for small businesses to bring their social media and digital design to life, no matter their design experience.”

VistaCreate will be under the umbrella of a newly developed Cimpress division – Vista. That division will also house Cimpress' flagship business Vistaprint and 99designs by Vista. The latter refers to the new moniker of 99designs, a global network of freelance graphic designers that Cimpress acquired in 2020.

Vista x Wix, a collaboration between Vistaprint and Wix, is also part of the Vista brand. Wix is an Israeli-based software company that empowers users to create HTML5 websites and mobile sites through the use of online drag and drop tools.

Vistaprint is a billion-dollar e-commerce provider of marketing materials and promotional products, whose primary client base is small businesses. The recent acquisitions and Wix partnership are part of Cimpress’ strategic plan to expand digital services to capture more spend from businesses in need of such solutions.

“During the last two years, Vista has made multiple strategic moves and major investments to serve small business owners’ evolving needs and to drive customer value,” the company said in a statement. “The pandemic has changed the world for small businesses and made it more important than ever for them to have end-to-end solutions that support them online, offline, on-the-go, and at any point in their entrepreneurial journey.”

Cimpress this week also reported that total global sales for all of its divisions increased 12% year-over-year to nearly $657.6 million during its fiscal year first quarter, which concluded at the end of September. Net income for the quarter was about $2.33 million.

With estimated 2020 North American promotional product revenue of $429.3 million, Cimpress ranked sixth on Counselor’s most recent list of the largest distributors in the industry. National Pen, a former Top 40 promo distributor, is also part of Cimpress.