Endless sells Kiddicare

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Kiddicare, the multi-channel retailer of nursery and children’s products, has been acquired by Worldstores for an undisclosed value.

Worldstores is one of the UK’s biggest online retailers in the home and garden category.

Worldstores sells 600,000 products from more than 1,600 suppliers across its 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.

Kiddicare was acquired by Endless in July 2014, and it has now become an online business with a single store in Peterborough.

Joe Murray, the joint CEO of Worldstores, 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.”

Chris Yates, CEO of Kiddicare, said: “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 Endless team 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.”

Darren Forshaw, a partner at Endless, said: “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.”

Endless LLP was advised by Addleshaw Goddard and Sentio Partners. Worldstores was advised by Taylor Wessing.