Brandfolder

Brandfolder was founded in Denver in 2012 and acquired by Smartsheet in a deal announced in August 2020 for about 155 million US dollars. Blackstone and Vista Equity Partners completed an 8.4 billion US dollar take-private of Smartsheet by late January 2025, so Brandfolder is now part of a privately held group. The product continues to be sold as Brandfolder by Smartsheet, including a combined Smartsheet and Brandfolder offer that pairs DAM with collaborative work management.

The platform centres on making brand assets easy to find and share. Brand Intelligence provides brand-specific AI tagging, duplicate detection and analytics that highlight best-performing assets. Brandguide publishes always-current brand guidelines, and Smart CDN lets teams embed assets from Brandfolder across websites with CDN links that update when the source asset changes. A developer API and integrations with martech tools support distribution to other systems.

For product content, Smart CDN links can feed product imagery to webshops and partner portals, and integrations support connection to commerce and PIM platforms. Brandfolder does not offer native PIM functionality, so attribute data stays in a separate system. Buyers should confirm how the Smartsheet ownership and private equity structure affect roadmap and pricing, and check data residency, since the published hosting providers for Brandfolder are US-based.

Smartsheet's sub-processor list names Amazon Web Services and Google as Brandfolder hosting providers, both located in the United States; the Smartsheet EU region (Germany, with Ireland as backup) covers the Smartsheet application, so EU data residency for Brandfolder is not documented and should be confirmed with the vendor.