UK-based SportsPursuit, the online discount retailer and part of Baker’s bd-capital portfolio, announced it has merged with France-based Private Sport Shop.

The combined businesses form Sportscape Group, “creating Europe’s leading online e-commerce platform and community focused on sports and outdoor enthusiasts.”

In a statement, SportsPursuit said the merger “combines the leading positions in France and the UK and fast-growing presence in Germany. It brings together highly complementary category and product coverage, creating Europe’s most compelling destination for millions of current and prospective members looking for great sports and outdoor products at exceptional value.”

The group creates a distribution channel for over 2,500 existing brand partners, giving brands access to an audience of over 24 million consumers. The combined businesses also support further M&A activity across Europe and globally.

The combined companies create a business with more than “€200m in sales across France, UK, Germany and ten other countries in 2021.” The two membership businesses sell a wide selection of sports brands and specialist labels focusing on clothing, footwear and accessories.

The group will be led by Sébastien Rohart, the current CEO of Private Sport Shop. He will be supported by executives from both companies, with Adam Pikett, current CEO and co-founder of SportPursuit, taking on the role of chief vision officer overseeing the group’s strategy.

Luke Pikett, MD and co-founder of SportPursuit, and Yannick Leouffre, MD of Private Sport Shop, will continue to lead their respective businesses.

Sebastien Rohart, CEO, Private Sport Shop and new Sportscape Group CEO, said: “I am excited to become the CEO of Sportscape Group. The combination creates a European leader with a unique proposition for our customers and brand partners alike. In particular, the combination of Private Sport Shop’s huge sports coverage and social media presence with SportPursuit’s technology and data expertise.”

Pikett added: “At SportPursuit, we have known and admired the Private Sport Shop team for many years, building strong complementary businesses alongside one another. As the co-founder of SportPursuit, it is super exciting to have this opportunity to bring the two businesses together to create an even better, even stronger platform to support our brand partners and inspire our shared customers.”