Home / TECH / Even the Most Interesting Man in the World couldn’t make Luma work as standalone company

Even the Most Interesting Man in the World couldn’t make Luma work as standalone company


Luma, a three-year-old, Atlanta, Ga.-based builder of smart Wi-Fi routers, has been acquired by First Alert, a builder of smoke and CO monoxide detectors that is itself a auxiliary of Newell Brands, a open company whose other land embody Rubbermaid.

Terms of the understanding aren’t being disclosed, but Luma had captivated $22 million from investors, including Relay Ventures, Accel Partners and Andreessen Horowitz, among others.

Axios was first to report the news, having obtained an inner memo authored by Luma authority and co-founder Paul Judge, who is transitioning out of the company and who characterized the understanding as giving Luma “much wider distribution, strech and scale” than it competence grasp as a standalone company.

We’re trying to learn either shareholders will see any kind of return on the deal. (Axios says it isn’t “any arrange of win” for them.) But certainly, Luma has been handling in a rival and increasingly swarming space. Though smarter wireless routers make sense, given how much some-more modernized and pervasive tech has grown in the lives of consumers, copiousness of companies commend the significance of portion as the fortitude of the connected home.

These embody other upstarts, like venture-backed Eero. They also embody determined companies like Asus, D-Link and Netgear that in new years began layering in facilities like parental controls and the ability to prioritize traffic formed on network and device — and that seem harder to disintegrate than investors competence have imagined. (As we reported last week, three-year-old Eero, which has lifted a whopping $90 million from venture investors, laid off about 20 percent of its employees.)

Indeed, in the end, Luma appears to have finished its best, including rising a home tech support service for $5 a month, and even enlisting one-time Dos Equis pitchman Jonathan Goldsmith to help marketplace its products (see below).

As the router wars play out, however, conjunction pierce was utterly enough, apparently.

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