Headquartered in Limerick, Coalface manages over €220m in annual online revenues across 68 countries. With this acquisition, Granite's customer base will expand by more than 20 blue-chip clients, including Aer Lingus, An Post, Allianz Care, Laya Healthcare and Continental.

As part of the acquisition, Adrian Feane, CEO of Coalface, will join the Granite team. Speaking on the purchase, the chief executive said the deal is a "very exciting step for the team and clients at Coalface." 

"Having already worked closely together with Granite on multiple projects, we could clearly see the benefits of a full integration of our operations to deliver more complete solutions for our highly valued clients."

Established in Cork in 2008, Granite Digital specialises in providing full-service digital solutions across strategy, web design, web development, digital marketing, and search engine optimisation. 

The company has embarked on several strategic acquisitions, including the purchase of digital design agency WONDR in November 2023, and the digital wing of New York-based LCM 247 last year.

Once the transaction is completed, Granite said it will increase its range of service offerings to include data science, revenue attribution and conversion rate optimisation experts, along with its proprietary advanced AI technologies.

"The acquisition of Coalface aligns with our vision of cementing Granite as a leader in the digital transformation space," said Conor Buckley, CEO of Granite.

"Coalface's advanced AI capabilities and innovative approach to data science boosts our service offerings, allowing us to deliver increased value to our clients. 

"This partnership provides marketers with enhanced visibility into their marketing performance and a broader suite of tools to meet their business goals."