The NPD Group, Inc., has signed a deal to acquire the retail sales tracking and consumer research business of Leisure Trends, the Boulder, Colo.-based market-research firm for the sports and recreation industries.
The combined business is expected to provide comprehensive sales information to the sports and recreation industries. Together, both firms collect sales data from more than 26,000 doors spanning all industry channels of distribution, including sporting goods, specialty stores, department stores, mass merchants and e-commerce. Specialty store coverage encompasses outdoor, snow sports, cycling, running and independent footwear stores.
“Combining our complementary strengths will give us a new business greater than the sum of the parts,” said Dennis Brown, group president, Americas Commercial Business for NPD. “Leisure Trends has deep ties in the industry, with strong retail partnerships and access to the ‘alpha consumer.’ As we integrate our businesses, we will be able to offer new solutions for our clients as well as establish a strong platform for international growth.”
Jim Kelley has been named president of Leisure Trends, an NPD Group company. He had been vice president and chief operating officer of Leisure Trends. Kelley will work closely with Mike Kuhl, president of NPD’s sports practice, in integrating the companies. Charlie Cooper, formerly president of Leisure Trends, will work with NPD through the end of the year. All three will report to Brown.
“As a global leader in market research, NPD has the data-processing infrastructure and operational scope to address the growing needs of the Sports and Recreation industries,” said Kelley. “Together, we look forward to expanding our breadth and depth of information, while also improving efficiency, including faster data delivery, which we know is critical for our clients.” The transaction is slated to close on or before Oct. 31.