Assembly Industries

Formerly a leading Advent International-backed e-commerce software platform; now fully consolidated under the Pacvue brand as a top retail media and commerce acceleration platform

Assembly Industries, backed by Advent International, was a global e-commerce software platform that brought together a portfolio of best-in-class commerce tools including Helium 10 (Amazon seller intelligence), Refersion (affiliate and influencer marketing), and Pacvue (retail media advertising). The company was built through a series of strategic acquisitions, most notably acquiring Pacvue in October 2021, positioning itself as a comprehensive solution for brands and sellers looking to grow across the full e-commerce funnel — from product discovery and optimization to paid media and performance marketing. In 2023, Assembly Industries rebranded itself entirely as Pacvue, consolidating its identity under the Pacvue brand. This decision reflected the market recognition and strength of the Pacvue name in the retail media and commerce advertising space. The rebrand signaled a strategic focus on commerce acceleration, unifying the platform's capabilities under a single, recognizable brand rather than operating as a holding-company umbrella. The entity that was Assembly Industries now operates as Pacvue, continuing to serve enterprise brands, agencies, and sellers with tools spanning retail media management, commerce intelligence, and affiliate marketing. Advent International remains the private equity backer of the business. The Assembly name is no longer the operating brand — it should not be confused with Stagwell's Assembly media agency, which is an entirely separate company.