RTL Group’s purchase of a controlling stake in StyleHaul for $107 million had been rumored for several weeks, so it came as no surprise when it was officially announced Monday. And, according to analysts, it shouldn’t be any surprise that a pan-European conglomerate such as RTL would be interested in buying the beauty and fashion MCN.

“They’re basically doubling down, to use a gambling analogy,” says Andrew M. Apfelberg, a corporate and finance attorney with Greenberg Glusker.