Middleton Acquires O2COOL

Middleton Partners, parent company of Maurice Sporting Goods, has acquired O2COOL, a provider of hydration and portable cooling with more than $50 million in annual revenue. With this acquisition, Middleton plans to leverage the synergies of O2COOL and Maurice Sporting Goods to establish Maurice Outdoors, a collection of industry brands.

Maurice Outdoors will be focused on the outdoor consumer through such product lines such as fishing, marine, hydration, portable cooling, camping, hunting, and outdoor themed gifts. The acquisition of influential brands in the marketplace in addition to supplying strong distribution brands will continue to be part of Middleton’s broader strategy to enhance the growth of Maurice Outdoors, said the company.

“We’re extremely excited to bring O2COOL and their tremendous team into our group,” said Keith Jaffee, principal of Middleton Partners and Chairman of Maurice Sporting Goods. “They’ve built innovative products that resonate with consumers. Our vision is to leverage this team’s strengths with the distinctive platform and strong customer relationships of Maurice Sporting Goods.”
During 2019, O2COOL and Maurice will remain focused on supporting customer and vendor relationships while taking advantage of synergistic opportunities and strategically aligning business prospects.

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“The acquisition of O2COOL builds on our strong momentum as we enter 2019,” said Jory Katlin, CEO of Maurice Sporting Goods. “We’re looking forward to collaborating with their team to better serve our customers, while remaining committed to the highest level of service.”

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