Buy it Direct Group continues expansion with acquisition of Outdoor Living

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Buy it Direct Group, one of the UK’s largest online consumer goods retailers, has acquired hot tub and swim spa specialist, Outdoor Living, as part of its ongoing expansion strategy.

Already home to a number of leading eCommerce brands, including Appliances Direct, Laptops Direct, Better Bathrooms and Furniture 123, Buy it Direct Group has seen impressive growth in recent years, increasing its turnover by more than 20% year-on-year to £436m in the year ending 31 March 2021.

Established in 2003, Outdoor Living is one of the UK’s most trusted retailers of hot tubs, swim spas, saunas and gazebos, selling both Jacuzzi® and own-brand products out of two premium showrooms in Yorkshire. The business prides itself on its customer experience, attributing its success to the ongoing support and service provided to purchasers.

The acquisition of the business strengthens Buy it Direct’s existing lifestyle offering, and will provide Outdoor Living with the ability to scale rapidly thanks to access to Buy it Direct’s nationwide infrastructure and expertise in eCommerce, supply chain and logistics. Founder Paul Margerison and his team of 42 will be remaining at the firm to oversee the next chapter of its development.

As part of its growth strategy, Buy it Direct Group has previously acquired a number of retail businesses and grown them significantly, including Better Bathrooms which was rescued from administration in March 2019 and became profitable within the first six months.

With a well-established logistics, IT and financial infrastructure shared by each of its brands, Buy it Direct Group is uniquely positioned to scale new acquisitions by giving them immediate access to this infrastructure, as well as enabling them to leverage its existing business and consumer database.

Nick Glynne, CEO of Buy it Direct Group, commented: “We are really pleased to be adding Outdoor Living to our growing lifestyle offering. We were really impressed by Outdoor Living’s customer-focused approach which has seen it become one of the UK’s leading hot tub retailers. 

“Outdoor Living’s product range perfectly complements our existing brands and it is very easy to see how our infrastructure, combined with Paul’s ambition, expertise and knowledgeable team, will quickly unlock its full potential.

“Our focus now is to scale the business together, building on its strong supplier relationships and maintaining its excellent reputation for customer service.”

Paul Margerison, founder of Outdoor Living, added: “We have worked hard to become the go-to hot tub retailer in the North, by offering the latest technology at affordable prices and supporting our customers throughout the entire life of their hot tub.

“We’re very excited to become part of the Buy it Direct Group, which will enable us to significantly expand our reach, bringing our high quality products and personal service to even more customers across the UK.”