Private investment firm Comvest Partners acquires the financially troubled e-retailer, which filed for Chapter 11 bankruptcy protection in March.
Ford opens a store on the online marketplace where it can sell gifts and accessories.
Come now all ye gear heads, tchotchke lovers and fanatics of those mystical mechanical creatures that go by the name of Thunderbird, Mustang and Bronco: Ford Motor Co. has carved out a spot for you on eBay.
The car and truck maker in early November launched The Official Ford Store on eBay, giving some of the brand’s biggest enthusiasts the first look at the site during an automotive show.
Now Ford and ChannelAdvisor Corp., the e-commerce services provider that helps operate Ford’s online store, are hoping to spread word of its existence to other consumers who might want to buy a Mustang key ring or a bar stool where a consumer can rest his derriere on the blue and white Ford logo. In fact, stools are among the best sellers so far, says Regina Watson, licensing manager for Ford’s global brand licensing office.
The store includes merchandise from 15 sellers that Ford has licensed to sell products with its brands. Previously, those licensees were scattered across eBay, says Watson. “We didn’t have a place to send people to buy,” she says.
Ford has about 300 licensees in all. The company hopes to add more to the eBay store in coming months, and also to expand sales to consumers outside the United States. For now, only consumers in the 48 states in the continental United States can receive products from the store.
The products include vehicle accessories such as vanity license plates and caliper covers, gifts such as watches, and apparel such as shirts and belt buckles.
A product link on the site’s home page offers a pool table made from a 1965 Mustang, with a price of $9,995. If that’s too much dough for the drooling car fan—and let’s be honest, such a product will make many grown men stare with wide-open mouths—the site also offers a clock whose design replicates the sleekness of Ford’s classic Thunderbird design.