Houlihan Lokey Advises WineDirect

Houlihan Lokey is pleased to announce that WineDirect’s Software division has been acquired by Fullsteam. This transaction closed on January 21, 2025.

WineDirect, the leading provider of end-to-end direct-to-consumer (DTC) sales software and fulfillment services, has announced that its Software division has been acquired by Fullsteam, a leading provider of integrated business management software and payments. This acquisition strengthens Fullsteam’s robust platform by integrating the expertise and resources of both companies, creating an even more innovative solution designed to support the unique needs of wineries.

WineDirect works with more than 1,800 wineries worldwide to grow their business through its leading DTC services, including e-commerce, point-of-sale, wine club, fulfillment, and market distribution solutions. WineDirect’s unique end-to-end platform enables wineries to provide next-level service and create lasting customer relationships.

Established in 2018, Fullsteam is a leading payments and software company focused on providing streamlined payments infrastructure and enhanced operational support to better serve customers across multiple sectors, including specialty retail, field services, automotive, leisure, property management, association management, and other specialized markets.

With the addition of WineDirect’s Software business, Fullsteam will be well positioned to set new industry standards and drive meaningful growth for wineries worldwide. This collaboration will also provide wineries with new tools to streamline their DTC operations, thereby enhancing customer experiences.

Houlihan Lokey served as the exclusive financial advisor to WineDirect.

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