The acquisition will add more than 300 products to L’Oreal’s lineup.
The Liberty Interactive property expands in Europe by acquiring Bergfreunde.de.
Backcountry.com Inc., an online merchant that sells sporting goods, has bought Germany-based Bergfrende.de, which sells mountain climbing and hiking gear.
Bergfreundel becomes the first European online specialty store for the Utah-based Backcountry. The e-retailer operates six other sporting gear and apparel specialty stores including Dogfunk.com, CompetitiveCyclist.com, SteepandCheap.com, WhiskeyMilitia.com, Chainlove.com and MotoSport.com. Backcountry is a subsidiary of Liberty Interactive Corp., No. 5 in Internet Retailer’s 2013 Top 500 Guide.
“This partnership signifies the first step toward building the first globally scaled outdoor e-commerce business,” says Backcountry CEO Jill Layfield,
The Germany-based retailer will continue to operate as Bergfreunde.de, but Layfield says the two retailers have begun to discuss ways to collaborate.
According to data from Internet Retailer’s Top500Guide.com Liberty Interactive Group, which also owns QVC, reported that its non-QVC e-commerce business (which includes BackCountry.com and other retail sites) increased 11.1% in 2012 to $1.50 billion from $1.35 billion. Operating income declined 0.9% during 2012 to $1.12 billion.