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State Of The Nation: Nursery
Dunelm Gets Down With The Kids
Homewares and furnishings retailer Dunelm has bought baby and infant goods specialist Kiddicare. The deal is part of an £8.5m acquisition of UK online shopping group Worldstores (WS Group) in a bid to boost its online offering. The news makes Dunelm the latest in a line of new owners for Kiddicare, which was bought by supermarket chain Morrisons for £70m in 2011 before being sold to private equity owners for £2m three years later. Kiddicare was then bought by Worldstores in 2014, where it joined the group's portfolio of home and furniture websites. Dunelm's ceo John Browett commented: "We are excited by this opportunity to accelerate the growth of our internet operation, more than doubling its size, and enhancing our position as the destination homewares retailer in the UK." Dunelm said all three brands complement its existing offer and that it will be able to improve performance by sharing product ranges, harmonising terms and extending the multichannel delivery proposition. It expects the benefits to be in the region of £10 million per annum over the short to medium term. Dunelm will also be putting £15 million into the newly-acquired company to retain the current management team and expects Worldstores to break even in the year ending 30 June 2018.
(continued from previous page). Commenting on the launch, Andrew Farrow, md of Paul Dennicci, said: “We are known for our great quality product and we can deliver a great range that the brand deserves.” Publishing and plush from Rainbow Designs will also be in Sainsbury’s, creating a cross category offer for Elmer in the retailer. Sarah Pakenham, rights director at brand owner Andersen Press, said: “We are delighted to be in Sainsbury’s with such a great offer.”
Rhyme Time
KD UK’s Little Baby Bum Nursery Rhyme Friends was an official sponsor of World Nursery Rhyme Week, last November. Founded by Music Bugs, the week-long event aims to highlight the importance of nursery rhymes in early childhood development. As official sponsor, Little Baby Bum activities took place throughout the week, including giveaways. Seth Bishop, md at KD UK, said: “The importance of using musical content to stimulate active learning in young children is key to the Little Baby Bum brand, which fits perfectly with the World Nursery Rhyme Week initiative.” Above: Little Baby Bum is licensed by Licensing Link.
Right: Personalised Mr Men and Little Miss products from Myfirstyears.
Mr Men Grows Stronger With a brace of new collaborations, The Mr Men Little Miss brand is continuing to grow in the baby category. My1styears.com has partnered with Mr Men Little Miss for a range of limited edition clothing, accessories and furniture for babies and children. The range includes white bodysuits, high tops, storage sacks, blankets and wooden furniture, which can be personalised with a character and name. In addition, British brand Tobias & the Bear has created a retro-influenced collection of prints.
Sleeping In Style
Baby clothes and toys brand The Gro Company has partnered with iconic British designer Orla Kiely to develop a new range of bedding. Featuring recognisable Orla Kiely prints, the new collection includes six Grobags and three Gro-snugs. The first three designs – Apple, Boats and Birds – were launched exclusively at Mothercare and online at gro-store.com. Commenting on the collaboration, Orla Kiely said: “Working with sleep bag experts The Gro Company was a natural choice for the Orla Kiely baby brand. “We share the same attention to detail and passion for quality, and the result is a charming and colourful collection. The range is a celebration of all things baby, appealing to parents looking to express their individuality through design.” Right Orla Kiely grow with Grobags.
LICENSING SOURCE BOOK EUROPE 2017
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