Licensed sports apparel merchant Dreams has acquired the assets of cataloger StarStruck/ProTeam. Terms of the transaction were not disclosed, but Dreams senior vice president David M. Greene says the deal took place in early September.
StarStruck/ProTeam’s operations were immediately moved from Bethel, CT, to Dreams’ 207,000-sq.-ft. facility in Northbrook, IL. Jason Scheets, formerly the chief operating officer of StarStruck/ProTeam, will remain with the company as president of StarStruck/ProTeam.
Dreams plans to use the StarStruck/ProTeam customer base to launch catalogs for its existing brands. “The acquisition will help grow both our online and offline operations,” says Greene. “We want our customers to be able to shop in whichever channel they are most comfortable with.”
Greene says Dreams will continue to mail the StarStruck/ProTeam catalog; it will drop a new edition within the next 30 days. What’s more, the company is launching a catalog for its FansEdge licensed sports apparel Website next month. The new title will be comailed with StarStruck/ProTeam to that brand’s customer base of 3 million names.
Dreams also plans to launch a catalog for Field of Dreams, its chain of 29 high-end sports memorabilia stores, Greene says.