By Bill Mickey

Purch, a network of tech sites that marry content and commerce, has expanded into the outdoor gear market with the purchase of online shopping community Active Junky.

The deal combines a new market opportunity—outdoor enthusiasts—with a technology platform that blends membership with cash-back loyalty rewards. Visitors sign up for a free membership with Active Junky, shop for gear at a variety of well-known retailers and receive cash back on their purchases.

The outdoor market is decidedly different than Purch’s up-to-now focus on consumer tech, but it’s big and, according to Purch CEO Greg Mason, outdoor gear shoppers are not that different from tech shoppers.

“This presents a big opportunity for us as it’s not well-served by publishers, and yet there is tremendous consumer demand,” he says. “It’s similar to the technology market as the products are ‘technical’ and researched extensively online.”

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