Boot Barn kicks it up with Sheplers acquisition

Boot Barn is stepping up its e-commerce game with the acquisiton of Sheplers for a purchase price of $147 million.

The Sheplers acquisition represents a significant step forward for Boot Barn’s omni-channel strategy, growing Boot Barn’s e-commerce penetration from 4% to 15%. The addition of Sheplers’ e-commerce platform provides opportunities to create a dual brand online offering, leverage Sheplers’ domestic and international customer traffic, and create operating efficiencies across the combined online businesses.

Jim Conroy, CEO of Boot Barn, said: “The acquisition of Sheplers enhances Boot Barn’s position as the largest, fastest-growing western and work chain in the United States and creates the leading omni-channel business in the industry. We have great respect for Bob Myers and his management team and the focus they have had on building the retail and e-commerce businesses. Sheplers’ commitment to the industry and to superb customer service aligns well with Boot Barn’s philosophy of providing excellent customer service and offering a wide selection of merchandise. I would also like to acknowledge the ongoing efforts of the entire Boot Barn team as we continue to grow our business organically while looking forward to integrating the Sheplers business.”

By rebranding the Sheplers stores to the Boot Barn banner, consistent with the strategies of its prior two acquisitions, Boot Barn will enhance its store footprint by adding eight new retail markets and build its position in Texas and Colorado. The businesses are highly complementary, with a similar western lifestyle focus, customer base and store experience, which will allow Boot Barn to extend key merchandise categories and brands across the chain and access a combined database of more than five million customers.

Bob Myers, CEO of Sheplers, said, “Our ability to grow the largest online business in the industry started with building upon our loyal customer base from our long-standing catalog format. Joining the Boot Barn family will allow Sheplers to provide value to a larger customer base through both in-store and online channels and provide more opportunities for many of our associates both in the field and in our corporate office.”

The transaction has been approved by boards of directors of both companies, as well as the required majority of Shepler’s stockholders, and is expected to close by the week of June 29.

With the addition of Sheplers, Boot Barn will operate 200 stores in 29 states, in addition to an e-commerce channel, including bothwww.bootbarn.com and www.sheplers.com.