YORKSHIRE-based supermarket group Morrisons has announced it is moving in to online retailing.
The company, which has a store in Eastfield, has acquired Kiddicare for £70 million, giving it the expertise it needs to launch its own on line retail offering.
The deal will see Kiddicare, founded in 1974 by Neville and Marilyn Wright, continue to trade separately, led by current owners Scott and Elaine Weavers-Wright.
Bosses at Morrisons say they intend to build their online non-food business, developing the kiddicare.com platform and management team and launching their first products in 2012.
Dalton Philips, chief executive of Morrisons, said: “This acquisition brings not only a respected, successful and fast growing specialist retailer into the Morrisons group but also a robust, scalable and highly advanced technology platform around which we can begin to build our e-commerce offer.
“We are delighted to welcome Scott and Elaine Weavers-Wright to Morrisons, along with their team.
“They are two of the most talented and respected operators of online retail today and their experience and track record with kiddicare.com has been outstanding.
“Their knowledge and expertise will be invaluable as Morrisons builds its online business.”
Scott Weavers-Wright, chief executive of kiddicare.com, said he and his wife are “extremely excited” about the deal.