October 3, 2001, 12:00 AM

Girl meets boy: Alloy buys Dan`s Competition

Alloy, an Internet and catalog retailer and media company that targets teen girls and young women, has acquired Dan`s Competition, a direct marketer through www.danscomp.com to teenage boys.

Kurt Peters

Executive Editor

Alloy Inc., an Internet and catalog retailer and media company that targets teen girls and young women, has acquired Dan`s Competition Inc., a direct marketer through www.danscomp.com and a catalog to teenage boys. Dan’s Competition specializes in BMX biking equipment and related apparel. Alloy has issued approximately 2.1 million shares of its common stock and paid $11 million in cash to complete the acquisition.

Based in Mt. Vernon, IN, Dan`s Competition sells a complete line of BMX-style bicycles, parts, safety equipment, apparel and accessories from key brands including Huffy, Hoffman and Free Agent bikes and Etnies, Split and DC apparel and footwear.

"Dan`s database of loyal buyers and action sports enthusiasts supports a highly effective multi-channel distribution model similar to that of Alloy,” said Matthew Diamond, Alloy chairman and CEO. “Additionally, we plan to leverage Dan`s strong distribution brand and market position to further drive sponsorship revenues for our media clients as this acquisition augments our ability to reach the teen boy market. This deal represents an opportunistic step as we continue in our strategy to build the leading Generation Y-focused marketing company."

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