Sporting goods retailer Keystone Sports announced on Monday that it is selling all its brands, including the Colorado Rockies, to rival Target Sports.
The sale includes the Rockies, Colorado Avalanche, Colorado Buffaloes, Denver Nuggets, Denver Stiffs, Colorado Rockies and Colorado Rockies Blue.
Keystone Sports also announced that it has also acquired the Colorado Avalanche brand, as well as the Colorado Buffs brand, Colorado Nuggets brand, Denver Buffs and Colorado Stiffs brand.
The sale is a major move for the Colorado brand, which had been on the shelves of Target for about 10 years.
Target announced earlier this month that it would stop carrying Colorado Rockies merchandise.
In a statement, Target Sports president and CEO Chris Pernetti said the company is “excited” to expand its Rockies product line and look to the future.
The acquisition of the Rockies brands is expected to result in a boost in revenue and brand recognition for Target Sports, which has been a strong performer in sports merchandise sales.
“The Colorado Rockies brand has been an enduring part of our business for more than 30 years,” Pernett said in a statement.
“This sale will allow us to leverage our brand to grow our brand and expand our sales across Target and online.
We are excited about the future of our Colorado brand and look forward to furthering our efforts to grow its business.”
Pernetti noted that the sale also benefits Target Sports’ online store, where the Rockies and Buffs are both popular, and the sports apparel and apparel accessories division.
Target Sports has been one of the top retailers of sports apparel since its inception in 1994, and has also expanded its reach to include accessories for golfers and athletes.
Target has long been considered one of America’s best sports retailers.