Endless acquires Kiddicare.Com Ltd from Wm Morrison Supermarkets PLC

Endless LLP, a leading investor in non-core acquisitions, has acquired Kiddicare.Com Ltd (Kiddicare) from its parent organisation, Wm Morrison Supermarkets PLC.

Kiddicare is a multichannel British retailer, selling nursery supplies and merchandise for children and young families. The business, founded in 1974, is headquartered in Peterborough and operates both online and from 11 stores.

Kiddicare recorded sales in the year ended February 2014 of circa £80m. Morrisons, which acquired the business in 2011, announced earlier this year that Kiddicare was non-strategic and that it would seek a transfer to new ownership in 2014.

Commenting on the acquisition, Garry Wilson, Managing Partner of Endless, said:

“Kiddicare has a history as a trusted brand in the children’s market. We will be working hard with management to grow the business over the long-term.”