NEW YORK — In an expansion of its direct-market universe, Alloy Inc. snatched up Old Glory Boutique Distribution Inc. Monday for $9.6 million in cash.

"Old Glory is a recognized direct marketer of music and entertainment lifestyle merchandise, vibrant product categories with great appeal to our Generation Y audience," said Alloy’s chairman and chief executive Matt Diamond, in a statement issued Tuesday. Those merchandise categories include apparel, accessories and collectibles.

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