Vera Bradley, a American bag and luggage company and iconic lifestyle brand, to acquire a majority stake in Pura Vida, a rapidly growing, digitally native, and highly engaging lifestyle brand, for $75m in cash. “The acquisition of Pura Vida is a terrific fit for Vera Bradley as we move into Year Two of our Vision 20/20 strategic plan and focus on growth. As we pursue ways to increase revenues, grow shareholder value, expand our customer community, and diversify the business, Pura Vida will be a great addition to our portfolio," Robert Wallstrom, Vera Bradley Chief Executive Officer.