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SitStay

SitStay offers a variety of products for dogs.

SitStay, a Lincoln company that sells pet products online, said Thursday it has been acquired by a Kansas-based pet products manufacturer.

Buddy Brands, which makes dog beds, magnetic dog collars and safety leashes, said it purchased the Lincoln e-commerce company from its local owners. Terms of the deal were not disclosed.

A Buddy Brands spokeswoman said the SitStay business will be transitioned to Wichita, with a couple of employees remaining in Lincoln and working remotely.

SitStay has been in the pet products industry since 1996, and was one of the very first e-commerce pet supply companies. It specializes in selling treats, vests and other supplies for the working dog industry.

It was started in Lincoln by Kent and Darcie Krueger, who sold it in 2012 to Lincoln and Omaha investors.

The company had tried twice over the past decade to expand into brick-and-mortar retail, without much success.

SitStay opened a store at SouthPointe Pavilions in 2010 that closed in 2012. It tried a second time with a store in the Stoneview Center at 48th Street and Pioneers Boulevard in spring 2016, but it closed last fall.

SitStay CEO Jill Liliedahl said at the time that there was a lack of sufficient traffic at the store.

Buddy Brands President Trevor Crotts said the company plans to operate SitStay "somewhat independently.”

"Buddy Brands will retain as much of the staff of SitStay as possible and continue to build and grow upon its history and values," he said in a news release.

Liliedahl said that becoming part of the Buddy Brands family "is the perfect fit for SitStay."

"We’re tremendously excited to see the growth that will come from this partnership,” she said.

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Business editor/reporter

Matt Olberding is a Lincoln native and University of Nebraska-Lincoln graduate who has been covering business for the Journal Star since 2005.

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