Purch, a network of tech sites that marry content and commerce, has expanded into the outdoor gear market with the purchase of online shopping community Active Junky.
The deal combines a new market opportunity—outdoor enthusiasts—with a technology platform that blends membership with cash-back loyalty rewards. Visitors sign up for a free membership with Active Junky, shop for gear at a variety of well-known retailers and receive cash back on their purchases.
The outdoor market is decidedly different than Purch’s up-to-now focus on consumer tech, but it’s big and, according to Purch CEO Greg Mason, outdoor gear shoppers are not that different from tech shoppers.
“This presents a big opportunity for us as it’s not well-served by publishers, and yet there is tremendous consumer demand,” he says. “It’s similar to the technology market as the products are ‘technical’ and researched extensively online.”
Importantly, Mason tells Folio: that Active Junky’s loyalty platform was also an attractive asset. “We will extend the Active Junky platform to our full brand portfolio, although it won’t be called Active Junky,” he says. “We’ll begin to roll out its loyalty program across our more than 20 owned and operated sites. We believe developing these kinds of ‘Member’ services across our portfolio will augment our strategy to unify content, content, and community—driving more loyalty and repeat visitation, which will naturally strengthen our business model.”
Deal terms were not disclosed and it comes shortly after a $135 million series C raised in June. Purch’s total raise is now $175 million.