Bluestar Alliance has closed its acquisition of the Brookstone brand. The company said that, participating in the acquisition, is Apex Digital Inc., a U.S. consumer electronics company that will operate the Brookstone website and airport stores.
The acquisition, noted Bluestar, will expand the wholesale distribution of Brookstone entertainment, wellness, home and travel category products to retailers in the U.S. as well as to international retailers. It also keeps open 30 Brookstone airport stores.
“We are excited to begin renewing Brookstone’s innovation and its flow of new products to the market,” said Joseph Gabbay, CEO of Bluestar Alliance. “London Luxury is the brand’s first new licensee, known for its expertise in the bedding, home textile and memory foam categories. We are thrilled to have London Luxury as our licensee partner as they exemplify the standard consumers will expect from the Brookstone brand. We are also seeing strong interest from a myriad of prospective licensees as well as enthusiastic retail partners. Contracts with best-in-class manufacturers in key categories including massage products, home environment, audio and travel products are already expected to close this week.”
“Apex Digital is a great partner to run the Brookstone website and airport stores,” added Ralph Gindi, COO of Bluestar. “Apex is a major player in the consumer electronics market, developing advanced products and distributing them to the largest U.S. retailers, including Microsoft retail, Costco and Staples. They will operate the Brookstone.com website and e-commerce business, as well as the airport stores. Their great experience in e-commerce will bring tremendous synergies to the partnership and improve the performance and productivity of Brookstone’s e-commerce business.”