Alpine Subscriptions’ portfolio just got a little sweeter. The Utah-based company just acquired InstaCandy, a candy and confections subscription box service with operations in the U.S. and Canada. Alpine Subscriptions acquired the monthly candy service to expand its foray into the consumer lifestyle arena, and its reach will branch out to thousands of new customers. Terms of the sale were not disclosed.
Founded by serial entrepreneur and investor Ben Behrouzi, InstaCandy is a monthly subscription box service that delivers eight or more full-sized products like gummy bears, chocolate bars, candy necklaces and Dum Dums to consumers, ranging from $17.99 a month (for a six-month subscription) to $24.99 a month (for a one-month subscription).
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‘InstaCandy has done a fantastic job in developing a great consumer brand and growing domestic and international memberships quite rapidly,’ said Marc Miller, founder and CEO of Alpine Subscriptions, in a news release. ‘Operating and growing quality consumer lifestyle subscription brands for the long term is Alpine’s mission and InstaCandy is an exciting addition to our portfolio.’
‘Alpine’s quite sophisticated and uniquely efficient operational network makes them the ideal profile for the continued scale of the service,’ added Behrouzi. ‘We welcome their plans to expand the brand to even larger pools of consumers over the coming years.’
On Alpine Subscriptions’ website, the company describes it mission:
At Alpine Subscriptions, our mission is to bring value dense subscription options to the marketplace. We choose industries we are passionate about from lacrosse to candy! We focus on keeping our customers stocked with high quality products that we know they will love. We aim to provide valuable, expert curated, and relevant compilations our customers are eager to receive and proud to give.’
‘Alpine’s other brands include PaceCrate and The Lacrosse Box. PaceCrate delivers running gear, including Under Armour sportswear, running tape, protein bars, headbands, water bottles and sports packs to subscribers each month. The Lacrosse Box offers three different monthly subscriptions – The Lacrosse Box ($39.99), The Stringer’s Box ($39.99) and The Lacrosse Box Lite ($19.99), each with a different variety of lacrosse gear and accessories.
It looks like Alpine Subscriptions’ strategy for growth is to acquire small, newer subscription box companies. The three brands it now owns do not have a big presence online. Instacandy, for example, only has 2,870 followers on Instagram. PaceCrate only has 593 followers, and it doesn’t currently have a website.
The Lacrosse Box has a full website and 11.4K followers on Instagram, but neither PaceCrate or The Lacrosse Box have much information available online about when they were founded or what their missions are. If Alpine Subscriptions is hoping to ramp up operations and finetune its curation and distribution model before going large scale, acquiring smaller companies for test purposes is a good way to do it.