Outdoor leisurewear and equipment specialists Simply Hike has been bought by the owners of wellington boot brand Evercreatures.
Simply Hike, which launched in 2006 and specialises in hiking, walking, camping and skiwear, has become the latest addition in the Astbury Collections group which also owns Rainmac.
The new business will complement Astbury's existing brands within the outdoor leisurewear sector.
Simply Hike's store in Reading has closed and it has become an entirely online operation based at Astbury's headquarters in Alford, Lincolnshire.
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The buyout is expected to add six new employees via the government's Kickstarter scheme.
Tony Bailey, owner and director of operations of Astbury Collections, is now proactively working with suppliers to add new brands while also undertaking a wider review of the business.
He said: "The opportunity to add Simply Hike to our portfolio of businesses was too good to miss.
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"With Evercreatures having been a supplier to Simply Hike, I knew the business well.
"It has a lot of potential, even in a competitive sector, as at its peak it had a turnover of £3.5 million per year.
"It is a strong retail brand, has an excellent reputation and superb customer loyalty, with good traction on social media.
"The business is not without its challenges, particularly rebuilding in the current climate, but the reaction from suppliers and customers has been extremely positive."