IRI & NPD Rebrand as Circana

Circana advises almost 7,000 brands and retailers worldwide.
Circana advises almost 7,000 brands and retailers worldwide.

The NPD Group and Information Resources, Inc. (IRI) have rebranded as Circana. 

The two companies merged in August 2022 following the majority stake acquisition of IRI by NPD investor Hellman & Friedman (H&F), a private equity firm. 

Circana tracks millions of products spanning more than 2,000 categories across more than 500,000 stores in 20 countries, with insights powered by the industry’s most advanced technology platform, Liquid Data.

Circana advises almost 7,000 brands and retailers worldwide.

Kirk Perry, president and CEO, Circana, said, "We are proud to begin this new chapter together as Circana, a name that conveys our 360-degree, full-circle understanding of the consumer and market, and our unique ability to bring clients a complete view of the consumer, store and wallet. In today’s dynamic global retail and media environment, our value proposition has never been stronger. Circana is undeniably best positioned to advise the world’s leading brands and retailers across almost every industry on how to identify opportunity, ignite innovation and grow well into the future.”

Tod Johnson, chairman of Circana’s board of directors, added, “The combination of IRI and NPD created a category of one. In the months since the merger, we have demonstratedfor our clients and for our teamthe immense value of bringing our firms together. Moving forward with a unified name and brand signifies that Circana is committed to delivering on the full value of our powerful combination for all of our stakeholders, with a relentless focus on innovation and growth.”

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