Jan 7, 2021 SPONSOR Emerald COO Brian Field Emerald, the parent company of Surf Expo and Outdoor Retailer announced Wednesday morning that it has acquired PlumRiver, the company behind Elastic Suite, a digital B2B platform used by some of the biggest names in the action sports and outdoor industries, including Patagonia, Vans, The North Face, Burton, Rip Curl, Boardriders, Volcom, Puma, New Balance and many others. The total purchase price at closing was $34 million, including $30 million in cash and the rest in stock, according to an SEC filing. Emerald operates live events across a wide array of industries and sees an opportunity to introduce Elastic to its brand customers while increasing Emerald’s digital capabilities.