Baby goods retailer in acquisition of nursery stockist

The exact financial details of the deal were not revealed, but Direct2Mum said Bambino Direct was bought for a six-figure sum.

Direct2Mum, which launched in 2010, is an online retail business offering baby and toddler products, from travel and safety items, nursery furniture and prams, to feeding and bath time accessories.

The acquisition means that Direct2Mum will benefit from the addition of more than 5,000 products and 80 key brands to 
its current offering, said the 
firm.

The next few months will also see South Yorkshire-based Direct2Mum move into new 105,000 sq ft premises situated off the M1 at junction 37. The firm plans to open a showroom in the spring.

Managing director of Direct2Mum, Alex Leslie, said: “We are dedicated to giving our customers access to high quality products as well as providing an excellent level of service.

“This deal has strengthened our commitment and allows us to continue to deliver our vision by offering a more extensive product range from renowned leading nursery brands, enabling customers to purchase everything they need from one easily accessible site.

“It also reinforces our business strategy to build the D2M brand in the retail sector and has put us in a strong position for continued growth over the next few years.”

Nick Glynne, managing director of Buy It Direct, said: “I am delighted that Bambino Direct has found the right home.

“It’s a cracking business with huge potential and Direct2Mum can give it the focus it deserves.”

Buy It Direct introduced one of the UK’s first specialist shopping websites in 1999.