CustomInk is attacking niche e-commerce verticals with another acquisition.
The Fairfax-based company – through its custom apparel subsidiary Represent – has acquired Sidestep, a web platform that sells concert merchandise.
Sidestep's website and mobile app allow fans to buy products from musical artists during live events without waiting in line. It will combine with Represent’s digital marketing platform, where entertainers and influencers design, market and distribute custom merchandise.
Terms were not disclosed for the deal, which was first reported by the Washington Business Journal.
Sidestep founder and CEO Eric Jones will become Represent’s head of music, directing operations for musicians and events in the industry.
Both Sidestep and Represent were founded in 2014, and CustomInk acquired Represent in early 2016. Sidestep operated in North America, Europe and Australia, with users including Beyoncé, Guns N’ Roses, Fall Out Boy and Adele. Notably, Beyoncé invested in the startup in 2016.
CustomInk shuffled its own backers in April, when an investor group led by Great Hill Partners took a large stake in the company and early funders Revolution Growth and SWaN & Legend Venture Partners exited their investments. At the time, it was reportedly nearing $400 million in revenue.
It's unclear whether the deal will bring more employees to CustomInk's Merrifield, Va. headquarters, but they might appreciate the opportunity: The e-commerce firm was named in Washingtonian's 50 Great Places to Work in Washington, DC list and Fortune's Great Place to Work rankings this year.
