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NetSuite Acquires Bronto Software For $200 Million

Bronto, American Tobacco
Leoneda Inge

Durham-based Bronto Software has been sold for $200 million dollars to NetSuite of San Mateo, California.

Bronto Software, founded in 2002, has been growing like gangbusters for years.  

“We had a great 2014, over 40% growth.  And we have even more amazing things for 2015," said CEO Joe Colopy in a video of the company's fourth quarter update in 2014.

Colopy and NetSuite executives have been in talks for the past six months.  NetSuite is acquiring Bronto for $100 million dollars in cash and $100 million in company stock.

Bronto, which specializes in commerce marketing for retailers through email and other social campaigns,  is credited with pioneering commerce marketing automation which is used by more than 1,400 brands. Its logo is a green brontosaurus.  NetSuite is a leader in cloud-based omnichannel commerce software suites.

"By combining the two companies' offerings and technology, we can help merchants deliver relevant and consistent digital commerce experiences throughout the customer journey," said NetSuite CEO Zach Nelson, in a statement.

Bronto is headquartered at the American Tobacco Historic District in Durham.  Almost all of its 260 employees are based in Durham.  It also has offices in London, New York, Los Angeles and Sydney.  NetSuite has operations in 11 countries.

Bronto and NetSuite executives said there are no official plans to reduce staff.  Both companies are planning to hire.

Leoneda Inge is the co-host of “Due South” – WUNC’s new daily radio show. The program takes a panoramic view of race, southern culture, politics and place – stories Leoneda has reported on for more than 20 years at WUNC – North Carolina Public Radio. Leoneda is the recipient of Gracie awards from the Alliance of Women in Media, awards from the Associated Press and the Radio, Television, Digital News Association (RTDNA). She was part of the WUNC team who won an Alfred I. DuPont Award for the series, “North Carolina Voices: Understanding Poverty.” In 2017, Leoneda was named “Journalist of Distinction” by the National Association of Black Journalists. Leoneda is a graduate of Florida A&M University (B.S.) and Columbia University (M.S) where she was a Knight-Bagehot Fellow in Economics & Business Journalism. Leoneda also studied Environmental Justice as a Knight-Wallace Fellow at The University of Michigan. Leoneda has produced stories from Milwaukee, Wisconsin to Mound Bayou, Mississippi. Her international reporting fellowships include trips to Berlin, Tokyo, Durban, South Africa and Seoul. Leoneda’s essay, “Everybody Is Cheering for You,” is in the book, “HBCU Made – A Celebration of the Black College Experience,” release date January 2024. Leoneda is the proud mother of two sons, Jean Christian and Teemer Seuline Barry.
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