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Auction Firms Andale, Honesty.com Merge

Auction management tools and services company Andale Inc. is merging with Honesty.com, an auction community and support site, in a move aimed at an e-commerce services network for auction merchants and large corporate businesses.

The new e-commerce network includes a wide range of auction management tools, community-based forums and the industry's first sellers' council through Honesty's Online Traders Web Alliance (OTWA).

Financial details of the merger were not disclosed.

An Andale spokesman said the deal is being called a merger, although the new company will be called Andale. The Andale brand will remain to identify the company and small business/B2B line of products and services.

The Honesty brand will remain to identify the line of products and services for first time, or casual sellers. The two separate Web sites also will remain.

The merger strengthens OTWA, an auction community message forum, making it an official online sellers' council and, the companies said, "the largest auction merchant organization in the industry. OTWA will feature regular, hosted guest forums, educational business seminars, seller chapter meetings, networking events, sellers' polls and buyer services, among other things.

"Together, Andale and Honesty offer a full range of tools, services and community support that enhance online sales for the whole range of sellers in the industry, from casual, part-time participants, to 'power sellers' that use online auctions as their primary source of income, to multi-million dollar corporations leveraging the auction sales channel," said Munjal Shah, chief executive officer of Andale.

"Andale brings Honesty users exactly what they have been demanding for the last 12 months," said Scott Samuel, CEO of Honesty and chief community officer of Andale. "Together, we're a solid unit that has been created to empower auction sellers in a proactive manner "