S5 Equity Acquires Heartland America

March 27, 2025

S5 Equity, a Southern California private investment firm, has acquired Heartland America, a discount catalog and online direct-to-consumer retailer based in Chaska, Minnesota. The deal is a strategic bolt-on to S5 Equity’s portfolio company Hammacher Schlemmer to capture synergies across distribution, marketing and sales; financial terms were not disclosed.

Buyers
S5 Equity
Targets
Heartland America
Platforms
Hammacher Schlemmer
Industry
E-Commerce
Location
Minnesota, United States
Transaction Type
Addon

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