Swipe-to-mobile outfit Square has acquired New York-based Web design agency 80/20.
The surprise move provides Square with a base in NY and a company that specialises in designing elegant user interfaces for Web and mobile apps.
Square, which closed a $200 million funding round last month, has seen huge growth over the past year, with its workforce growing from 150 to 400 and annualised payments processed up from around $1 billion to over $8 billion.
The 80/20 acquisition demonstrates the value placed on the consumer interface as a new breed of tech firms look to emulate the success of Apple in building simple, easy-to-use products that consumers find intuitive and a pleasure to interact with.
The 80/20 team consists of 12 designers and was co-founded by former Apple and Adobe staff. Previous commissions include work for Sony, Warner Bros, Vodafone and Motorola.