Houlihan Lokey Advises Cheaper Than Dirt

Transaction: Cheaper Than Dirt - 2A Group, LLC

Houlihan Lokey is pleased to announce that storied e-commerce brand CheaperThanDirt.com (Cheaper Than Dirt), along with certain assets of the company, has been acquired by 2A Group. This transaction closed on September 26, 2024.

Headquartered in Fort Worth, Texas, and founded in 1993, Cheaper Than Dirt is one of the most recognized brands in its sector. The company is known for its broad selection of ammunition, shooting accessories, and outdoor gear. Cheaper Than Dirt published its first mail-order catalog in 1994 and became one of the first retailers in the industry to launch an online platform in 1999.

2A Group is a private investment company comprising a portfolio of brands that serve the shooting sports and law enforcement communities, including e-commerce brand LuckyGunner.com.

Houlihan Lokey acted as the exclusive financial advisor to Cheaper Than Dirt and assisted in initiating and negotiating the transaction on its behalf. This deal reinforces Houlihan Lokey’s strong global franchise in the active lifestyle, outdoor, and tactical sectors. It also marks the continued momentum through volatile market conditions in consumer discretionary categories, demonstrating the team’s exceptional success rate and performance.

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