Leading UK gift experience provider Virgin Experience Days will acquire the whole of Cloud 9 Living’s US operations.
The two brands are leaders in their domestic gift experience markets, with Virgin Experience Days using the acquisition as a springboard for further growth into a US gift experience market estimated at $1bn with substantial scope for future development.
As part of the Virgin family, Cloud 9 Living will be rebranded as Virgin Experience Gifts in the US. Plans for the business include deeper expansion into certain US geographies, broadening the product range on offer and introducing unique and exclusive experiences that have successfully differentiated the proposition in the UK.
On the acquisition, Virgin Experience Days CEO Richard Hurd-Wood comments, “This acquisition marks an exciting chapter for the Virgin Experience Days brand in the US. The Virgin brand has strong recognition already in the US and the acquisition of Cloud 9 Living bolsters our product proposition around extraordinary experiences for people to enjoy together. We have no doubt that shared, enriching experiences represent the future of gifting.”
