From consulting to partnership: adjusted ventures takes the next step with foobar Agency

What began as a consulting engagement just over a year ago has now evolved into an equity investment: The Karlsruhe-based investment firm adjusted ventures has acquired a stake in foobar Agency effective today. At the same time, the agency’s existing co-partner, STI Consulting, has increased its stake in the agency.

adjusted ventures has been supporting foobar Agency as a consulting partner since October 2023. The focus of the collaboration to date has been on tapping into new customer potential for the agency’s highly specialized e-commerce services. With the equity investment now finalized, the existing relationship is formalized and placed on a long-term footing.

Founder and CEO Matthias Dietrich retains a majority stake. STI Consulting remains involved as a long-standing co-partner and, with this increase in its stake, strengthens the agency’s growth framework. Operationally, the transaction brings no changes: strategy, management structure, and the Munich location remain unchanged.

“Our collaboration with adjusted ventures over the past few months has helped us tap into new customer potential and create a solid foundation for the next phase of growth,” says Matthias Dietrich, founder and CEO of foobar Agency. “The fact that both partners are deepening their commitment is a vote of confidence in the path we have chosen.”

Axel Jahn, Managing Director of adjusted ventures, adds: “From the very beginning, we were impressed by the solutions that foobar Agency implements for its clients. With this investment, we aim to work with the team to systematically advance growth—in market approach, KPI management, and the operational professionalism befitting an agency of this caliber.”

About foobar Agency

foobar Agency is an owner-managed digital agency based in Munich. Since its founding in 2015, it has been implementing complex B2C, B2B, and D2C commerce solutions as well as digital experiences for manufacturers, retailers, and brands in the DACH region—based on commercetools and Snowflake in a composable architecture.