Provide Commerce buys Sincerely, mobile gifting app & service

Sincerely, a San Francisco-based mobile gifting app started by Matt Brezina has been acquired by Provide Commerce, a subsidiary of Liberty Interactive Corporation. Provide owns e-commerce brands such as ProFlowers, RedEnvelope, Personal Creations, Shari’s Berries, and others. Brezina (also the co-founder of Xobni) launched the company with backing from the likes of Spark Capital and First Round Capital and its first product (Postagram) was a mobile photo postcard. Terms of the deal were not announced, but this is not an acqua-hire type acquisition – Provide will double the team which will stay in San Francisco. Everyone involved in the deal – investors, employees and others are in the black with this sale.