Thirty Three Threads acquires Vooray

Thirty Three Threads, parent company of activewear brands TAVI, ToeSox, and Base 33, has acquired Vooray International, known for its versatile duffels, backpacks, totes, and accessories. The move to buy Vooray was motivated by Thirty Three Threads’ goal of category expansion.

“Thirty Three Threads continues its expansion across the activewear category with the purchase of Vooray, a brand that complements our existing portfolio while adding a new category that directly enhances our product offering,” said CEO of Thirty Three Threads, Barry Buchholtz, in a statement. “Vooray is a premium brand that reaches the same consumer and produces gear that focuses on performance and design. The synergies and substantial growth opportunities were clear from the beginning of our conversations with the Vooray team.”

“Our goal in creating the Vooray brand was to position it as the leading bag brand in the activewear space,” said Vooray CEO, Dan Rigby, in a statement. “Now with the acquisition by Thirty Three Threads, we are excited to see our reach expand and grow as the two companies integrate teams and systems while tapping into the wholesale market for the first time.”

TAVI, ToeSox, and Base 33 were recently consolidated under the direct-to-consumer umbrella website of TaviActive.com and a new B2B portal that streamlines purchasing and messaging for consumers. Adding a category from a recognized brand with a similar ethos will help further customer traffic.