Hamilton Locke advised Elemental Concept in the successful acquisition of Purple Shirt, a leading New Zealand-based consultancy specialising in UX, CX, and EX design and innovation. The transaction marks a significant milestone for both organisations and further strengthens Elemental Concept’s presence across Australia and New Zealand.
Purple Shirt, founded in 2011, has established itself as a trusted partner to both private and public sector clients, renowned for its human-centred design thinking and science-backed approach to innovation. As part of Elemental Concept, Purple Shirt will continue to operate independently under its own brand, while collaborating closely to build a local engineering capability in New Zealand, supported by Elemental Concept’s global team of technology consultants.
The acquisition brings together Purple Shirt’s deep expertise in strategic design and innovation with Elemental Concept’s global technology delivery capabilities, enabling clients to take ideas from vision to reality under one roof. This partnership enhances the ability to deliver end-to-end solutions, from strategy and design through to development, launch, and scale.
Commenting on the transaction, Corin Maberly, Partner and Head of Hamilton Locke New Zealand, said: “We are delighted to have supported Elemental Concept on this strategic acquisition. The combination of Purple Shirt’s renowned design and innovation expertise with Elemental Concept’s global technology capabilities creates a compelling offering for clients across the region. This transaction is a testament to the strength and growth of the technology and innovation sector in New Zealand and Australia, and we look forward to seeing the positive impact this partnership will have on clients and the broader market.”
Hamilton Locke congratulates Elemental Concept and Purple Shirt on this exciting new chapter and is proud to have played a part in bringing these two innovative organisations together. The firm remains committed to supporting clients in the technology and innovation sectors as they pursue growth and transformation opportunities.
The transaction involved close collaboration with the Elemental Concept team and their UK counsel, Gordon Partnership.
The Hamilton Locke team was led by Technology and M&A Partner Corin Maberly, together with Solicitor Jay Sprott.
