GoDigital Media Group LLC has acquired Eastern Mountain Sports (EMS), an outdoor apparel brand and retailer, and Bob’s Stores, a retailer of apparel, footwear and workwear from U.K.-based Frasers Group plc. As part of the acquisition, GoDigital has augmented its organization by adding 900 employees, 42 stores, and a warehouse and fulfillment center.
“The acquisition of EMS and Bob’s is a major step in our strategy to generate synergy between content, community, and commerce,” said Jason Peterson, GoDigital’s Chief Executive Officer. “The outdoor adventure and work markets perfectly align with our business model to serve specialized audiences with huge potential. We seek to sell through a combination of owned and operated e-commerce storefronts, third-party digital storefronts, and traditional retail partners. This transaction also presents a great opportunity to apply our prowess in product development, supply chain, and e-commerce across all of our brands.”
Dave Barton, EMS and Bob’s President & Chief Executive Officer added: “I am extremely excited that we found the right investors who see the vast potential in our company and have the vision and expertise to help us unlock it. I am confident that our hard work to create a solid foundation will quickly allow us to execute their strategy. I want to thank our partners for their continued support, especially during these very challenging times triggered by the pandemic.”
GoDigital’s leadership team consists of C-suite executives with in-depth retail expertise, hailing from global brands such as BCBG, Gap, and Next. With Brands Senior Vice President Carlos Cruz, as the leader of GoDigital’s commerce team, “He and his team will bring strength, support, and invaluable experience to the current senior management team within EMS and Bob’s,” Peterson said. “Both companies’ teams have been retained and are pivotal to the continuity of the businesses. They are expected to benefit from our digital expertise, content and community platforms, technology backbone, and global footprint for sourcing and distribution.”
Dentons UK & Middle East LLP represented Frasers and Stubbs Alderton & Markiles LLP represented GoDigital. The transaction’s progress was coordinated by Zeevo Group LLC.
