The Company has a major distributor PFSWEB. They have the same customers.
PFSW is a public company, has a market capitalization of say 36 million dollars.
If Demandware just did a secondary of 2 million shares at $27.00 they can acquire the Company for nothing. They would save in compliance, listing, accounting legal, management costs, where they can probably bring to the bottom line 5 million dollars.
What that means on the raise up of 54 million dollars they would be getting a return of 10% and they would increase their revenues by 200 million dollars and can then surgically clean up the acquired company and then do a spin off of the other part of the Company not 100% complimentary to it.
This is a WIN WIN at no cost or dilution to the current shareholders!