Grainger acquiring AWM in $210 million deal

W.W. Grainger Inc. is acquiring Adroit Worldwide Media (AWM), a technology company focused on artificial intelligence (AI), tracking and access control for job sites.

The cash deal for $210 million will bring AWM’s tech, talent and intellectual property to Grainger and its inventory management operations.

Why Grainger is acquiring AWM

Grainger specifically noted in its announcement that the distributor expects the AWM acquisition to bolster inventory management in Grainger’s High-Touch Solutions segment in North America.

Ultimately, the company believes AWM’s technology will lead to lower costs for Grainger customers as they manage maintenance, repair and operation (MRO) inventory. In addition, Grainger touted the potential to “improve product availability” and “free up skilled labor for higher-value work.”

Looking ahead, Grainger anticipates that integrating AWM can begin without delay. It also intends to launch a commercial pilot, leveraging AWM’s assets.

During Grainger’s Q2 earnings call on Aug. 4, chief financial officer Deidra Merriwether said both its High-Touch Solutions and Endless Assortment segments had seen “stronger growth.” Total sales grew 10.3% year over year to $5.02 billion during the quarter.

“The High-Touch Solutions segment delivered sales growth of 11.9% on a reported basis or 11.7% on a daily constant currency basis,” Merriwether stated. “Results were driven by strong volume growth and healthy price contribution to revenue and also benefited from some project-based spend.”

Grainger attributed growth during the quarter to volume growth increasing, as well as price inflation.

What does AWM do?

According to AWM’s website, its primary offerings include services such as:

• Tool tracking
• Custom shelving with monitoring features
• Product mapping
• Analytics
• Campaign scheduling
• Predictive inventory replenishment

Based in Aliso Viejo, California, AWM, the company lists its leadership team as:

• Kevin Howard, CEO and co-founder
• Emad Mirgoli, chief financial officer and co-founder
• Greg Storm, senior vice president of operations and fulfillment

AWM had raised a total of $36.34 million to date, according to CB Insights data. Its investors have included Impact Venture Capital, Mark IV Capital and The Contrarian Group.

In 2026, AWM was also the subject of a patent infringement lawsuit by Alpha Modus Holdings Inc. Alpha Modus announced on May 15 that the lawsuit had been settled after its complaint was filed in November 2025. The terms of that settlement were kept confidential, but Alpha Modus claimed that the alleged infringement related to technology for consumer behavior analysis and in-store digital engagement.

According to a press release at the time, all claims were resolved and a joint stipulation of dismissal with prejudice was filed on May 14.

Sign up

Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.

The post Grainger acquiring AWM in $210 million deal appeared first on Digital Commerce 360.