Kroger Co. To Buy Online Retailer

Kroger will purchase all outstanding shares of for $8.00 per share in cash, or approximately $280 million.


The Kroger Co. and, Inc., an online retailer of healthy living products, announced a definitive merger agreement under which Kroger will purchase all outstanding shares of for $8.00 per share in cash, or approximately $280 million.

The purchase price represents a premium of 51 percent to's closing share price on Feb. 19, 2014, the day before a major shareholder publicly asked the company to evaluate strategic alternatives. The terms of the agreement were unanimously approved by the boards of directors of both companies.

Under the terms of the merger agreement, Kroger will commence a tender offer for all of the outstanding shares of common stock. Any shares of common stock not acquired in the tender offer promptly will be acquired by Kroger in a subsequent merger. The tender offer and merger are subject to stockholders tendering at least a majority of the outstanding shares of common stock in the tender offer, certain regulatory approvals and other customary closing conditions. The transaction is not subject to any financing condition. Holders of approximately 26.2 percent of the outstanding shares of common stock have agreed to support the transaction and tender their shares in the tender offer. The transaction is expected to close in the third calendar quarter of 2014. brings to Kroger its strong position as one of the largest pure ecommerce companies in the nutrition and healthy living market, a team with extensive e-commerce experience, and a substantial platform that includes technology and ship-to-home fulfillment centers to serve customers in all 50 states and internationally. offers more than 45,000 products including vitamins, minerals, herbs, supplements, sports nutrition, beauty care products and natural and organic foods to approximately 2.3 million active customers. The company has more than 800 associates and operates distribution centers in Lexington, N.C. and Las Vegas, Nev., and a customer service center in Lexington, N.C.

"We are delighted to welcome to the Kroger family," said Rodney McMullen, Kroger's chief executive officer. "'s talented team has built an exceptional online retail destination in the growing nutrition and wellness market, with an enviable technology and fulfillment infrastructure. This merger is in line with our growth strategy to enter new markets and new channels, and -- along with Harris Teeter's online order and pick up service -- accelerates our efforts to provide customers with even more ways to shop.'s core focus on healthy living products is complementary to our fast-growing natural foods business, and we intend to grow's strong position in the online nutrition market. At the same time, we will build on's e-commerce platform by integrating it with our existing digital offerings to create exciting new levels of personalization and convenience for our customers."

"We are excited to join such a tremendous organization and believe this will be an outstanding partnership," stated Jeffrey Horowitz, Chief Executive Officer of "This transaction represents a significant premium for our shareholders and the company will benefit by leveraging Kroger's scale and resources to further drive the online healthy living industry to new heights."

The company's e-commerce platform will enable Kroger to serve customers through ship-to-home orders in all 50 states, including 16 states that are currently not served by Kroger supermarkets, expanding Kroger's reach into new US markets as well as internationally.'s website and mobile app offer robust product information, rich content including recipes, videos and customer reviews, and "Set & Save" subscriptions for thousands of items.

Building on's technology and fulfillment platform and linking it to Kroger's existing digital capabilities will accelerate Kroger's omnichannel strategy. Millions of customers already plan their shopping online using Kroger's cloud-based shopping list and weekly ad through the company's mobile apps and, and more than one billion digital coupons have been downloaded since 2009. Kroger offers an order online, deliver-to-home service in its King Soopers division in Denver, and continues to learn from Harris Teeter's Express Lane model, which offers customers the ability to order online and pick up at their local store in 154 locations. With, Kroger will offer customers the convenience to order online and ship to their door with an expanded assortment online.

Following closing, will operate as a subsidiary of The Kroger Co. and continue to operate its facilities in Boca Raton, FL., Lexington N.C. and Las Vegas NV. reported annual revenue of $382.7 million in fiscal 2013. reported approximately 2.3 million total active customers as of the end of its first quarter of fiscal 2014, which ended March 31, and reported shipping 1.5 million orders.

Weil, Gotshal & Manges LLP is acting as legal advisor to Kroger. Jefferies LLC is acting as exclusive financial advisor to Wilson, Sonsini, Goodrich & Rosati is acting as legal advisor to