Past, Inc. (BYON) introduced Thursday that it has acquired the mental property and different model belongings of Zulily, the flash sale pioneer and e-commerce retailer.

The proprietor of on-line retail giants Overstock (NYSE:) and Mattress Bathtub & Past stated it bought the belongings for $4.5 million plus acquisition-related prices, funded fully with money readily available. The transfer was designed to strengthen the corporate’s place within the off-price market additional.

“This acquisition doubles down on our perception within the off-price market and its significance to constructing our enterprise, bettering our margin profile, and rising our buyer file,” stated Marcus Lemonis, govt chairman of Past, Inc.

Lemonis believes that Zulily, together with BYON’s legacy model, Overstock, will present its distributors a number of retailers that meet clients at varied worth factors, and provide an extra outlet to enhance their stock turns and monetary efficiency.”

Reacting to the report, Needham & Firm analysts stated they view the transaction favorably, with the acquisition opening up an “incremental vendor pool whereas driving synergies between Zulily’s 18M buyer file and BYON’s database and throughout product classes whereas contributing to the corporate’s $2B in ’24 income targets.”

The agency reiterated a Purchase ranking and a $40 worth goal on BYON.