OnTheGo (OTG), the Australian e-retailer and customisation platform for uniforms and sports apparel, has acquired clothing wholesaler Zems Apparel as part of an ongoing vertical integration acquisition strategy.

The deal enables the company to expand its offer of Australian-made customised offerings, enabled by OTG's Web2Print technology, to customers in "record" delivery times.

"This was the next step for the company in pursuing an aggressive twofold investment strategy in technology development and analogous capability acquisition in furthering our leading customer experience of designing products easy and having them delivered quick anywhere they are," says OTG CEO Mick Spencer.

"Zems will provide us a bolt on capability that will enable us to leverage our significant investments to date in our technology for mass customisation scale."

He says the acquisition completes the creation of a "complex rapid supply chain" that is required to execute some new nationwide top tier retail partnerships that will be announced later this year. 

OTG has rebranded the business 'OTG Labs' and Zems founder Mark Harris will lead the Web2Print Facility.

Driven by a significant upward valuation in the company its understood OTG plans to open a strategic investment round in the new financial year to support its aggressive acquisition strategy and rapid growth plans.

The move comes after the Workwear Group (WWG) – a subsidiary of Wesfarmers Industrial & Safety – last year acquired a significant stake in the business.