The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
The chain of more than 800 stores gains PoolSupplyWorld.com and SaunaSupply.com.
Leslie’s Poolmart Inc., a Phoenix-based chain of 818 retail stores specializing in pool and sauna suppliers, has acquired the assets of online retailer Pool Supply World Inc. Leslie’s did not report what it paid for Pool Supply World.
"This acquisition will be a great fit with Leslie's as we continue to deploy technology to grow our e-commerce and omnichannel initiatives for many years to come," Leslie’s chairman and CEO Larry Hayward says. "We look forward to joining forces with the engineering and e-commerce expertise of the Pool Supply World, Inc. team and expanding our capabilities to serve the online customer."
The acquisition brings to Leslie’s two e-commerce sites operated by Pooly Supply World, PoolSupplyWorld.com and SaunaSupply.com, which sell above-ground pools and saunas priced at more than $3,000 in addition to related pool and sauna equipment and accessories. Leslie’s also operates the e-commerce site LesliesPool.com, which sells above-ground pools, saunas and related equipment and accessories.
Founded in 2005, Pool Supply World will continue to operate under its own name and CEO, Mark Krueger, while maintaining its e-commerce sites as a division of Leslie’s.
A spokeswoman for Leslie’s did not immediately return a request for more information about the two companies. According to Compete Inc., a web measurement firm, PoolSupplyWorld.com had peak monthly traffic over the past year of 275,751visitors in June; traffic for SaunaSupplyWorld.com was not available. For LesliesPool.com, Compete reported peak monthly traffic over the past year of 389,748 visitors in June.