Startups
Acquisitions

Turn5 buys all-terrain merch company All Things Jeep

Similar to Turn5, the Massachusetts-based company got its start in a basement.

Bing behavioral scientist Matt Wallaert explains behavior science at the ETC.

Paoli-based ecommerce company Turn5 just acquired a small Massachusetts website called All Things Jeep, a seven-person ecommerce outfit that sells, well, all things Jeep: from Jeep-shaped piggy banks to Jeep T-shirts and caps.

Founded in 2003 by husband-and-wife team Norman and Jean Wnuk, the company started much like bootstrapped Turn5 did: in a basement. In 2009, after Norman’s passing, Jean sought to keep the business up and running, later selling to Silicon Valley investors.

The line of products formerly offered by All Things Jeep will now be available under Turn5’s all-terrain vehicle brand, ExtremeTerrain.

“We focus on marketing to enthusiasts,” CEO Steve Voudouris told the Inquirer. “They’ll buy parts, and they also want the shirt and the hat: ‘Show ’em where your loyalty lies.'”

Numbers from the acquisition were not immediately disclosed, but the transaction added seven staffers to Turn5’s team of around 400, which are mostly based out of its 90,000-square-foot Chester County headquarters.

Companies: Turn5, Inc

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