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Dunelm branches into baby goods with acquisition of Kiddicare

Published: 28 November 2016 - Jenny Wonnacott

Homewares retailer Dunelm Mill has agreed to purchase baby specialist store Kiddicare in a bid to raise its online game.

Dunelm will acquire the retailer as part of a £8.5m deal for etail group Worldstores, which bought Kiddicare back in 2014. Dunelm has said the deal for Worldstores will more than double the size of its internet operations.

Dunelm's chief executive John Browett has said the group's "unique platform for next day delivery and flash sales" would strength Dunelm's position in UK homewares, where it is among the top-performing retailers in the country.

Dunelm has agreed to buy online baby goods retailer Kiddicare
Dunelm has agreed to buy online baby goods retailer Kiddicare

Kiddicare was bought by Morrisons back in 2011 for £70m, but was sold by the supermarket chain three years later for just £2m.

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