hedgehog lab grows with Label Sessions deal

A North East-based digital consultancy is strengthening its innovation offer after acquiring a specialist network designed to help organisations turn ambitious ideas into scalable products.

BGF-backed hedgehog lab has bought Edinburgh-based Label Sessions for an undisclosed sum, creating what the businesses describe as a full-stack innovation consultancy. 

Founded in 2023 by Nick Sherrard and Maxine Mackie, who had previously worked together at Market Gravity and Deloitte, Label Sessions has quickly built an international footprint spanning Europe, North America and Africa, supporting global brands such as Google, Mastercard and Lululemon. 

Its model centres on drawing expertise from a broad, on-demand network covering disciplines from cyber security to venture development.

Bosses say the deal brings together hedgehog lab’s expertise in AI delivery, product design and development with Label Sessions’ global innovation methodology and network of more than 500 specialists.

They add that the combined proposition is aimed at organisations across sectors including finance, travel, retail and technology, helping them move from early-stage concepts through to pilots and fully scalable, AI-enabled products more quickly and cost-effectively.

Nick Sherrard, managing director of Label Sessions, said: “We want to be the ultimate sidekicks to leaders who want to make change happen. 

“We’ve already shown that there’s a different way to do strategy in the biggest brands, now we want to bring more big ideas to the market faster.

“By coming together with hedgehog we create something unique. 

“Clients will get access to global expertise on-demand, side-by-side with world-class development teams proven to get products before it’s too late. 

“That’s a combination we can disrupt the market and, from our team’s perspective, have fun doing it.”

Hedgehog lab, headquartered in Newcastle with offices in London, Leeds, Edinburgh and Sofia, has grown steadily over the past two decades. 

The consultancy recently recorded its strongest quarter to date and works with brands including Deliveroo, Under Armour, Aviva and AJ Bell.

The acquisition follows hedgehog lab’s £6.3 million investment from BGF in 2023, supporting its continued expansion and ambition to build deeper innovation capabilities.

Malcolm Seagrave, managing director at hedgehog lab, said: “The acquisition of Label Sessions is a gamechanger for our business and clients, who will now gain access to a global network of more than 500 innovation experts, changemakers and senior leaders operating at board and c-suite level. 

“This enables us to offer innovation, global insights, and strategic thinking alongside hedgehog lab’s delivery and build capability. 

“It also provides an excellent opportunity for both of our teams’ development as we continue to expand. 

“We already know the two businesses have a fantastic cultural fit and we’re excited about achieving our shared ambitions, offering something very unique to the market.”

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →