The deal is Sideshow's second acquisition within two weeks, following Sideshow's purchase of strategic experience design agency Nomensa, and further supports their expansion ambitions. The addition of More2 increases Sideshow's headcount from 740 to 850, with offices in the UK, Barcelona, Amsterdam, and Vancouver.

More2 help retail and DTC brands utilise the power of their customer data in order to make confident decisions and achieve profitable growth. Much more than analysis and insight, more2 acts as a growth partner to ambitious brands, helping them to act on and apply their data to continuously improve business performance.

The Lewis Silkin team was led by Corporate partner, Jo Evans, with support from Tax Partner Matthew Rowbotham; Commercial and IP legal director Nick Allan; colleagues in the Corporate team Francesca Ainsworth, Joe Lythgoe, Ayesha Chanda, Ella Nawaro; Employment colleagues Kathy Granby, Tom McEvoy, Helen Coombes; Real Estate colleagues Patrick Brown, Mario Betts, Aimee Dring; Commercial colleague Emily Stirling and Data colleague Ben Favaro.

Commenting on the deal, Lewis Silkin's Jo Evans said:

"We always enjoy working with Sideshow Group who continue to be a highly valued client of Lewis Silkin. We were delighted to have been involved with two strategic transactions in quick succession, as the Sideshow Group continues to go from strength to strength. It illustrates Lewis Silkin's legal and commercial expertise in advising clients on M&A transactions in the A&M sector."

Tony Hill, Founder of Sideshow Group said:

"Jo and the rest of the team have assisted us on numerous acquisitions and have once again shown why we count on them as a trusted partner. Their professionalism and knowledge of the sector and of our business ensured that the acquisition was as seamless as possible. We will no doubt work with them again in the future."