Global reviews aggregator site alaTest has launched in the UK.
The new UK operation, which has just opened central London offices, brings Stockholm-based alaTest’s international offices to four. The others are in Germany, the US and China.
The London office is headed by Mark Elwig, former head of merchant services at eBay price comparison site Shopping.com.
He said: “This is an exciting time for alaTest as our new London base will extend local support to both new and existing B2B partnerships.”
alaTest is an independent online service that collects, analyses and distributes expert and user product reviews from sources including CNET, PC World and T3. Its aggregated content currently reaches more than 300m internet users through partnerships with ecommerce partners. That’s set to grow as the company has recently set up partnership agreements with eBay and Microsoft Bing.
The company, backed by Bertelsmann Digital Media Investments, is operated by International Consumer Services, Sweden. It won the 2009 Red Herring Global 100 Award for the most promising tech start up.