Wm Morrison enhances on-line channel with purchase of Kiddicare for £70 million

Feb. 24, 2011 - PRLog -- Wm Morrison, one of Britain's big four supermarket chains has acquired Kiddicare, an on-line retailer of baby products for £70 million.

Reports suggest that the Kiddicare brand will continue and kiddiecare.com will carry on trading independently. Morrisons are expected to utilise their new acquisition's expertise in on-line retailing to enhance their own on-line store.

Kiddicare employs 130 people and operates from a distribution warehouse in Peterborough. The Peterborough site also contains a store, however 80% of business is from online customers. Kiddicare products are expected to become available through Morrisons supermarket stores in the future.

A recently published report,'The Future of Retailing in UK to 2015', suggests that online retailers will be the fastest growing retail channel in the forecast period (2010-2015). It is also reported that the Food & Grocery sector represents the largest portion of the total retail market with a market share of 50.1%.

This data suggests that Morrisons has much to gain by improving its on-line channel.

Click here for more report details: http://www.companiesandmarkets.com/Market-Report/uk-food-...

Author: Lynn Shaw, Analyst

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