Bumble acquires the French group Fruitz

US giant Bumble, which has seen its market capitalization plummet by 75% in recent months, come to announce takeover of the French group Fruitz. This acquisition should enable the American “to expand its range in the dating application market”. An increasingly competitive market.

French Fruitz joins the Bumble group

With Fruitz, Bumble hopes to be able to compete with its main rival, Match Group (owner of Tinder, Meetic and Hinge). In general, the dating industry is suffering from the health restrictions that still prevail in many countries around the world. Since its inception in 2014, Bumble had never made an acquisition. This is the very first acquisition of the group. Fruitz is the rising application of the moment. Established in most European countries, as well as in Canada, the app is based on a model “freemium”.

Fruitz has developed a concept to differentiate itself from its competitors. The application offers its users to “find out their state of mind for future meetings”. This fruit gives an indication of the kind of relationship they are looking for. The cherry “to find his other half”. The grape “to have a glass of wine without getting caught”. The watermelon “for recurrent hugs without glitches”. Finally, fishing “for a desire to fish with you”. This famous fruit appears on the profile and gives a good indication to other users.

The dating market is not in great shape

Today, the American group Bumble has just under 3 million paying users. Bumble and Badoo, the group’s two apps, did not perform very well over the past few weeks.

After a strong recovery in November 2020, Match Group is now in the same situation. Proof that the dating market is not booming since the health crisis. The owner of Tinder has also seen his price drop sharply in recent weeks. However, analysts are rather optimistic about the market outlook. Many of them recommend their titles for purchase.

Bumble is ” in the first line “. Its application Badoo is mostly deployed in emerging marketsthose described as being the “more sensitive to the peaks of the virus”. Hard to compete with Match Group. In addition to its flagship applications, the American giant has around fifty dating offers covering almost all market segments. With the acquisition of Fruitz, Bumble may be the start of a new buyout strategy. You will have to be patient to be able to appreciate the results.