Alloy Buys Dan's Competition for $11 Million, Stock

Share this article:
Alloy Inc., a direct marketer targeting teen girls, yesterday bought Dan's Competition Inc. for 2.1 million shares of its common stock as well as $11 million in cash.


Dan's Competition, a 4-year-old Web retailer/cataloger, offers BMX-styled bicycles, as well as clothes and other accessories targeted at teen boys. Some of its key brands include Huffy, Hoffman and Free Agent.


The purchase builds on Alloy's foray into the teen boy market, following its acquisition of skateboarding direct marketer CCS Mailorder just over a year ago. Alloy plans to keep all three brands separate, but revamp Dan's Competition database marketing and possibly reschedule the mailing of its quarterly catalog.


New York-based Alloy, which expects to take in over $90 million in sales this year, said the acquisition could increase its revenue by more than $10 million during the next twelve months.


Share this article:
close

Next Article in Database Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

Six Big Data Dos and Don'ts

Six Big Data Dos and Don'ts

Your marketing team has collected the data. Now learn what to—and what not to—do with it.

Making Data Breach Readiness a Priority

Making Data Breach Readiness a Priority

5 ways marketers can prepare for possible data breaches.

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.