Blackpool web host company BlueHost announced Thursday that it has signed a deal to acquire the BlueHost brand for an undisclosed amount.
The $10 million purchase price includes an unspecified amount of BlueHost stock, according to a statement on the Bluehost website.
The deal is subject to customary closing conditions, the statement said.
The deal includes BlueHost as a wholly owned subsidiary, and BlueHost is a global web hosting service provider for the cloud, including the Internet of Things and enterprise applications.
BlueHost also operates web hosting solutions for businesses including a hosting and hosting-related business that has a combined U.S. presence of more than 2 million customers.
The company, based in Raleigh, N.C., has been in business for more than two decades and is the third largest provider of hosting in the U.K. and a major global player in the industry.
The acquisition comes as BlueHost struggles with declining traffic as consumers move away from traditional hosting and online gaming.
Its web hosting market share dropped to a near-record low in the third quarter of 2019, according a report from cloud analytics firm CloudFlare.
Bluehost also announced last month that it will acquire BlueHost Cloud Hosting Services, Inc. for an unspecified sum.
The company said in a statement at the time that it plans to “continue to grow and accelerate our growth” with the acquisition.