NPD Acquires Leisure Trends

The NPD Group Inc. is widening its tent.

The market information firm has agreed to acquire Leisure Trends, the retail tracking and consumer research company for the sports and recreation category.

“Combining our complementary strengths will give us a new business greater than the sum of the parts,” Dennis Brown, group president of the Americas commercial business for NPD, said in a statement. “Leisure Trends has deep ties in the industry, with strong retail partnerships and access to the ‘alpha consumer.’ As we integrate our businesses, we will be able to offer new solutions for our clients, as well as establish a strong platform for international growth.”

The transaction is set to be final on or before Oct. 31. Leisure Trends’ Customer Relationship Management business was not part of the acquisition and is being spun off into a separate company called Ascent CRM.