EXPERIENCES specialist RedBalloon today announced the acquisition of rival Adrenaline.com.au, as part of plans to scale domestically as well as expand into international markets.
Both brands will operate as subsidiaries of the Big Red Group (BRG), with spokesperson Naomi Simson (pictured with her co-founder David Anderson) saying the deal feeds into a multi-brand strategy around BRG’s IT platform.
“We see momentum and demand building for experiences that serve different purposes for our customers – from gifting to team events, bucket lists, travel and the ‘things to do’ market,” Simson said.
She said BRG worked with about 3,000 supply partners across Australia and New Zealand.
“As experience aggregators the BRG offers its partners another distribution channel, delivering repeat customers, brand reach and world class technology as part of our shared services portfolio,” she said.
The Adrenaline and RedBalloon brands will remain separate but work out of the same office in Sydney, with Adrenaline to be led by General Manager Julia Wilson.
Adrenaline is the BRG’s first acquisition, with Simson saying the group was also eyeing other local and international brands.
Source: traveldaily