LemonOne joins forces with SaaS scaleup BOOM

by | June 12, 2022

Milan/Berlin, 13th June  2022 – BOOM, the Milan-based visual content management scale-up has acquired the visual production start-up LemonOne from Berlin to expand its presence in Europe. BOOM’s scalable environment enables customers like Dolce&Gabbana, Treatwell and Houzz to effectively manage their full visual content lifecycle – from initial production to final distribution. With the acquisition of LemonOne, BOOM is now expanding its automated one-stop-shop for digital businesses to produce, manage and share visual assets in line with e-commerce growth and an increased demand for visual content.

Founded in 2017 by Maximilian Schwahn, Lorenz Marquardt and Timur Kayaci, LemonOne has grown to serve online marketplaces, real estate agencies and food delivery companies with on-demand, tailor-made visual content for their digital presence. “Visual assets are a key driver of online commerce. In the last years, LemonOne’s team has worked tirelessly to provide clients all over Europe with high-quality bespoke visual content. Now, we’re very excited to be joining forces with BOOM as their powerful SaaS platform brings the complete visual assets life cycle to a new level. The combined strengths of the two companies are a big win for all current and future customers.” says Fritz Oidtmann, Managing Partner at Acton Capital.

LemonOne’s clients will join BOOM’s network of customers on the BOOM Worksite, a centralised platform that enables digital enterprises to organise, share and collaborate on visual assets with internal and third parties. LemonOne’s team will join up with BOOM’s workforce to boost BOOM’s capacity to service its growing customer base and enable the company to focus on growing its technology and product arms as it develops its SaaS platform, Worksite. Meanwhile, LemonOne’s photographers will join BOOM’s community of visual content creators, enabling BOOM to serve a broader range of customers across mainland Europe.

BOOM, which has raised over $18M in Seed, Series A and Venture funding in the last three years, has grown rapidly since launch in 2018 and now serves clients in over 80 countries. Federico Mattia Dolci, co-founder and CEO at BOOM said, “This is a major leap forward in BOOM’s strategy to serve the whole of Europe and beyond through our ground-breaking digital platform.”

“We have been growing our team across Europe and the Americas, and we are now delighted to join forces with the team from LemonOne. They bring fresh energy, passion as well as a wealth of vertical expertise. We look forward to doing great things together!”


Federico Mattia Dolci, BOOM

Paolo Gesess, Founder & Managing Partner at United Ventures, who support BOOM as their lead investor, said, “We at United Ventures are people-first, so we are happy to welcome Max and LemonOne’s fantastic team to strengthen BOOM’s journey to become a category leader in Europe.​​” “BOOM is breaking the ground to develop a revolutionary category leader in the space of visual asset management while LemonOne built a European market leader for digital photo production,” adds Maximilian Schwahn, Co-Founder at LemonOne.

By joining forces and being able to offer every company a one-stop-shop solution for booking, collaborating and publishing visuals, we are able to reach our founding vision even faster. Therefore, we are super happy to partner up  with BOOM and benefit from each other’s strength to make 1+1=3 for all our customers as well as our community”.


Maximilian Schwahn, LemonOne

About LemonOne
LemonOne is a fully automated B2B photography platform based in Berlin. With its international network of professional photographers and by automating the full process, LemonOne is able to deliver high-quality visual content in a cost- and time- effective way. This includes qualifying photographers, booking photoshoots, a performance focused post-production and the photo delivery. LemonOne was founded 2017 by Maximilian Schwahn, Timur Kayaci and Lorenz Marquardt, former executives of beauty marketplace Treatwell. With more a European network of qualified photographers, the company delivered two million photos since launch to large-scale clients in 250 European cities.

About BOOM
Born in 2018, BOOM is a SaaS company that powers smart solutions for visual asset collaboration, management and production. Through a centralised end-to-end platform, BOOM allows creative and marketing companies to create, organise, collaborate on, and publish content anywhere online, making their workflow fast and frictionless from start to finish. BOOM’s co-founders, Jacopo Benedetti, Federico Mattia Dolci and Giacomo Grattirola, were recently named in the Forbes 30 under 30 Technology List 2022. The growth of BOOM and their acquisition of LemonOne are strong signs of a blossoming scale-up and funding ecosystem in Europe.

Über Acton Capital Partners

Acton Capital Partners ist ein internationaler Wachstumsinvestor mit Sitz in München. Seit 1999 investiert das Acton-Team erfolgreich in digitale Pioniere in Europa und Nordamerika.

Investmentfokus liegt dabei auf skalierbaren Geschäftsmodellen aus den Bereichen Future of Work, Digitale Marktplätze und Plattformen, Ecommerce, FinTech sowie Software-as-a-Service.

Acton Capital Press Administrator


About Acton Capital
Since 1999, Acton Capital has invested in digital transformation worldwide with strong focus on Europe and North America. With more than two decades of investment experience and a deep understanding of tech-enabled business models, the team has invested over EUR 800+ million across six fund generations.



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