Shark Tank judge and Big Red Group (BRG) co-founder Naomi Simson has announced the company has acquired experiences brand Adrenaline.
The move will cement BRG’s place as one of the global leaders in the experience marketplace.
Simson says during FY19 the BRG will serve an experience every minute across Australia and New Zealand through its various brands.
BRG Co-Founder and spokesperson Naomi Simson says the acquisition cements the Group’s commitment to customers on both sides of the marketplace.
“The acquisition of the Adrenaline business in Australia complements our existing assets; RedBalloon, known for experience gifting and Redii.com delivering experiences in the B2B reward and recognition space. This deal brings a new adventure-focused audience to the BRG,” Simson said.
“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 the move is part of a multi-brand strategy to expand the BRG range to appeal to different audiences with different experience needs.
“We work with approximately 3000, mostly small business, experience 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 service portfolio.”
Simson said this is the Group’s first acquisition, however, there are a number of other local and international brands the BRG is eyeing to join its stable of online experience retailers.
Adrenaline will take up residence at the BRG head office in Sydney, under the guidance of Julia Wilson as GM, who also runs the BRG Marketics business.