Industry News 4/4/2012

B$Z: Aquired By Leftlane Sports

LeftLane Sports Acquires Action Sports Flash Sales Retailer

Outdoor flash sales leader makes second acquisition in 7 months.
San Luis Obispo, Calif., the leading members-only flash sale site for Outdoor, Fitness, and Action Sports, announced that it acquired, the largest flash sale site catering to Action Sports enthusiasts.  This is the second acquisition for LeftLane Sports in 7 months, the first being its September 2011 acquisition of which is now integrated as a shop within LeftLane Sports.  The company says that Seshday will continue to operate as an independent site focused on delivering core brands and products for Skate, Surf, Snow, Motocross, BMX, and Wake.

“LeftLane Sports is excited to welcome the Seshday crew into our team. They’ve built an incredible core audience, and LeftLane Sports is poised to take Seshday to the next level,” said Erik Fialho, Chief Strategy Officer of LeftLane Sports.

LeftLane Sports, which has achieved unprecedented success in the space and grew by 850% in 2011, says that the acquisition solidifies their position as the top flash sale site in the Outdoor and Action Sports industry.  “Now that we have consolidated the space, our members will have exclusive access to every major brand in the industry,” continued Fialho.   

LeftLane Sports declined to reveal the financial terms of the acquisition, but did state that they acquired 100% of Seshday assets and equity; and that Seshday founder Marcelo Bengoechea will remain as a member of LeftLane Sports’ executive team focused on Seshday operations and the Action Sports category.  “LeftLane Sports is the perfect partner because of their expertise in the space. Their team brings tremendous knowledge and experience to the table. That, combined with their superior technology, infrastructure, and incredible back-end operations will be invaluable as we aggressively focus on growing the business,” said Bengoechea. 

Seshday will continue to operate its Northern San Diego, Calif. office that will focus on buying and marketing, but much of the site’s operations will be consolidated to the LeftLane Sports headquarters in San Luis Obispo, Calif.  Seshday will also migrate onto the Auspient technology and infrastructure platform.  Auspient is the leading ecommerce services provider whose expertise in the flash sale space has been instrumental in developing and launching scores of clients, including One Kings Lane, The Mini Social, Tightlinz,, and others.  Auspient delivers highly scalable ecommerce solutions to traditional direct-to-consumer, business-to-business, and flash sale ecommerce.  The Auspient proprietary ACE-BackOffice platform coupled with Auspient’s end-to-end services such as distribution, fulfillment, call center, and site design and production will allow Seshday to scale quickly and efficiently as it has for LeftLane Sports.