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Maurice Sporting Goods changes name after acquisition

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Maurice Sporting Goods has changed its name to Maurice Outdoors following the acquisition by its owner, Middleton Partners, of O2COOL.

Maurice Sporting Goods, a major distributor of fishing tackle across the United States, has changed its name and added to its product offering following the acquisition of a major supplier of hydration and portable cooling products,

Its parent company, Middleton Partners, has purchased O2COOL and plans to leverage the synergies of the two companies to establish Maurice Outdoors, a collection of powerful industry brands with ‘best-in-class’ distribution.

“This is a great opportunity to spur the growth of O2COOL and our brands,” said Eric Lockwood, O2COOL, CEO. “We know that Middleton is the right partner and I am thrilled about the potential for Maurice Outdoors to thrive in the future.”

Maurice Outdoors will be focused on the outdoor consumer through products lines that include fishing, marine, hunting, portable cooling, camping and outdoor-themed gifts.”

“We are extremely excited to bring O2COOL and its tremendous team into our group,” said Keith Jaffee, Principal of Middleton Partners and Chairman of Maurice Sporting Goods. “It has built innovative products that resonate with consumers. Our vision is to leverage this team’s strengths with the distinctive platform and strong customer relationships of Maurice Sporting Goods.

“The acquisition of O2COOL builds on our strong momentum as we enter 2019,” said Jory Katlin, CEO of Maurice Sporting Goods. “We are looking forward to collaborating with its team to better serve our customers, while remaining committed to the highest level of service.”

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