Walmart has added another online asset to its battle against Amazon.
The chain announced it has acquired Moosejaw, an outdoor retailer know for its social media marketing expertise and strong online following among younger consumers, for approximately $51 million.
The acquisition, which closed on Feb. 13, is Walmart’s second acquisition in less than two months. In late December, the chain’s Jet.com unit acquired online footwear retailer ShoeBuy.
Founded in 1992 and based in Madison Heights, Michigan, Moosejaw has a significant web presence and also operates 10 stores. It carries more than 400 brands, including such higher-end labels as Patagonia, The North Face, Marmot, and Arc’teryx.
Walmart said that Moosejaw will continue to operate its site and stores as it has in the past, and will be run as a standalone and complementary brand to the discounter’s other e-commerce sites.
“Moosejaw CEO Eoin Comerford, his executive team, and Moosejaw’s 350-plus employees will continue to be based in Michigan, and will join our new U.S. e-commerce retail organization,” Walmart stated.
Walmart also noted that Moosejaw suppliers “that are interested in expanding their consumer reach will now have the opportunity to serve more customers through Jet.com and our other e-commerce sites.”