Alliance Data Buys Majority Stake In BrandLoyalty

Dallas-based loyalty marketing firm Alliance Data Systems said Tuesday that it has reached an agreement to buy a majority stake in European firm BrandLoyalty, in a deal worth $360M in cash. According to Alliance Data, the deal will give it a 60 percent ownership stake in BrandLoyalty, which is based in the Netherlands. BrandLoyalty has around $400M in annual revenues, and employs 400.