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Worldstores adds Kiddicare to online brands

KiddicareInteriors online retailer Worldstores has bought children's furniture and accesories retailer Kiddicare for an undisclosed sum.

Worldstores is the UK's largest pure play online retailer in the home and garden category, with sales of more than £80m through its three brands: Worldstores.co.uk, Casafina.com and Modern.co.uk.
'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,' says Joe Murray, Worldstores joint-ceo.
Chris Yates, Kiddicare ceo says: 'Kiddicare has an important place in the nursery market and Worldstores is the ideal owner for the next phase of its growth. We all appreciate the hard work and diligence of the Kiddicare employees and the team [at previous owner] Endless to help restructure the business over the past few months and this transition is exactly what Kiddicare needs. We are all excited at what we can bring to our customers now we are under the Worldstores umbrella.'
Endless bought Kiddicare in July. Darren Forshaw, Endless partner says: '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.'
As well as its website, Kiddicare has a store in Peterborough.