April 9, 2012, 11:47 AM

Dealyard buys home improvement retailer Bulx.com

Both e-retailers offer limited-time online sales.

Thad Rueter

Senior Editor

Lead Photo

Dealyard.com, an online mass merchandiser that also offers daily deals on its e-commerce site, says it has bought Bulx.com, a flash sale e-retailer of home improvement products. Dealyard did not say how much it paid for Bulx.

“The acquisition of Bulx.com is a strategic and complementary fit, enabling DealYard to become a relevant player in the private sale marketplace,” says Rob Heller, co-founder and CEO of DealYard.com. The acquisition gives Dealyard access to the approximately 100,000 consumer e-mail addresses that Bulx has collected.

“DealYard.com’s commitment to offering great deals and customer service, combined with the robust, scalable e-commerce platform we built, presents a long-term opportunity for DealYard and Bulx to grow in the online retail space,” says Rob Emrich, co-founder of Bulx.com.

Heller says Bulx launched in 2010 and that DealYard will keep the Bulx branding. “We will be retaining some of their employees,” he says. Heller declines to reveal revenue and other financial figures for Bulx.

Dealyard, founded in 2003, is No. 634 in Internet Retailer’s Second 500 Guide. Dealyard.com had 2010 sales of $7.2 million, up nearly 15% from $6.3 million in 2009.

At the Internet Retailer Conference & Exhibition 2012, Abram Garver, principal, Focus Investment Banking; Scott Hintz, vice president, business development and co-founder, TripIt.com; and Adam Stites, president, iStores Inc., will speak in a session entitled “Selling your company: Preparing for the pre- and post-sale world.

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