RooLife Group Ltd (ASX:RLG), an e-commerce company that leverages partnerships in China to identify and source in-demand products globally, has announced a binding agreement to sell its wholly-owned Australian digital marketing subsidiary, CHOOSE Digital Pty Ltd. The sale is expected to be completed this month, July 2025.
The purchasers of CHOOSE Digital include Barry Consulting Pty Ltd, Kaya Budi Holdings Pty Ltd, Shane HoeHock Wee and Sandra Wee as trustees for the Wee Super Fund, and Trindis Pty Ltd. The total consideration for the sale is $356,500, comprising a $200,000 upfront payment upon execution of the term sheet and $156,500 in deferred consideration payable by December 31, 2025. Additionally, a working capital adjustment, estimated at $145,110 as of June 30, 2025, will be paid within 20 days of the term sheet’s execution, pending confirmation by both parties.
The divestment aligns with RooLife Group’s refined business strategy, concentrating on its established partnerships in China and leveraging e-commerce and digital marketing expertise. This strategy aims to identify products with high global demand through search and sales data analysis, source matching products, and sell them globally to enhance profit margins. Warren Barry, Head of Australian Sales, has resigned from his role with RLG but will continue to be involved with CHOOSE as part of the purchaser group.
Bryan Carr, Managing Director of RooLife Group, stated that the divestment allows the company to sharpen its focus as a data-led commerce group. RooLife aims to identify demand, source high-margin products, and rapidly launch them internationally, leveraging its consumer insights, e-commerce expertise, and digital marketing capabilities. The company acknowledged Warren Barry’s contribution to building the RLG business and wished the CHOOSE team success moving forward.
