The partnership makes sense, since both brands focus on giving the customer insight into how each product was made, so they can connect with the makers from around the world who craft the merchandise. Both brands also focus on selling products that are of good, long-lasting quality. "When you purchase a hammer on Kaufmann, it will be the last hammer you ever buy," Shauna Mei, AHA's CEO tells Fast Company.
Mei explains that Kaufmann will exist as a standalone website, since it already has a strong brand and a loyal base of consumers. But much of the backend systems will be intertwined, with a joint staff and inventory management system. This move will grow AHA's user base by 30%, resulting in over one million registered users.
This is AHAlife's second acquisition in a year. In February, the company purchased Bezar, a site that also sold curated products made by creative entrepreneurs. In that case, Bezar was folded into AHA's website.
"If we are really going to win at this, we want to take out potential competitors and become the market leader in this space," Mei says. "Joining forces and collaborating with like-minded companies makes a lot of sense for us."