Virgin Experience Days acquires leading US experience gift provider Cloud 9 Living in expansion deal into $1.0bn US gift experience market

Bourne End, UK – March 2nd 2021: Leading UK gift experience provider Virgin Experience Days will acquire the whole of Cloud 9 Living’s US operations.

The two brands are leaders in their domestic gift experience markets, with Virgin Experience Days using the acquisition as a springboard for further growth into a US gift experience market estimated at $1bn with substantial scope for future development.

As part of the Virgin family, Cloud 9 Living will be rebranded as Virgin Experience Gifts in the US. Plans for the business include deeper expansion into certain US geographies, broadening the product range on offer and introducing unique and exclusive experiences that have successfully differentiated the proposition in the UK.

Virgin Experience Days and Cloud 9 Living currently offer consumers and corporate clients a choice of over 4,000 experiences. Combined, they account for almost 1.4million purchases each year in a resilient gifting market poised for growth as consumers increasingly change their purchasing habits to favour experiences over tangible gifts. In 2019, Virgin Experience Days recorded a 92% annual increase in UK Black Friday sales, while a 2018 Eventbrite survey revealed that 63% of US adults would prefer to receive an experience