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XOX (0165) XOX BHD buys 29.4% stake in sports brand Cheetah for RM44.6mil

KUALA LUMPUR: Mobile communication firm XOX Bhd has proposed to acquire a 29.4% stake in sports apparel maker Cheetah Holdings Bhd for RM44.6mil cash.

The deal valued Cheetah at RM1.32 a share, XOX said in a filing with Bursa Malaysia today.

Shares in Cheetah were last traded at 90 sen.

XOX said on Monday that it had entered into a deal to purchase the 33.8 million Cheetah shares from Chia Yoon Yuen Holdings Sdn Bhd.

XOX said its board of directors have deliberated on the opportunity and found that the acquisition to be "sound" based on several factors, including that Cheetah is a long standing brand in the market with dominance over the youth and lower income segment.

The deal "provides co-branding awareness and product bundling synergy with XOX products and services, via its E-Commerce Marketplace and E-Sports ventures," it said.

"In adapting to the changes in the business environment, besides continued improvement of the operational efficiency and minimise costs, the cross-selling of both Cheetah and XOX products will appeal to the youth market, which is XOX's intention to focus on this segment as the highest spending segment per capita on online purchases," it added.

XOX expects to complete the purchase in by the end of the first quarter 2021.

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