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Kiddicare sold to Worldstores

Nursery and children’s products retailer Kiddicare has been acquired by online retailer Worldstores for an undisclosed sum.

GENERAL MERCHANDISE

Kiddicare sold to Worldstores

The news comes just two months after Kiddicare was sold to private equity firm Endless by the Morrisons supermarket chain. 

Worldstores is one of the UK’s largest pure play online retailers in the home and garden category. With a turnover of more than £80 million, the company sells 600,000 products from over 1,600 suppliers across three main brands: Worldstores.co.uk, Casafina.com and Modern.co.uk. It has 200 staff, is headquartered in Twickenham, and was founded by serial entrepreneurs Richard Tucker and Joe Murray.

Commenting on the acquisition Murray said: “Kiddicare is a fantastic strategic fit for us - its customer base is very similar to our core Worldstores demographic and is at a life stage where it’s buying for the home, so there are many cross marketing opportunities. Kiddicare has built a great reputation with both its customers and suppliers and we look forward to creating an exciting long term future for the business and its employees.”

Darren Forshaw, partner at Endless, added: “It was clear to us before our investment that Kiddicare would be an attractive business once it was returned to its core operations and this has proved to be the case. The future for Kiddicare, now it is part of the Worldstores stable of brands, is exciting and I look forward to watching its growth and success.”  

 

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