Scandinavian ecommerce retailer babyshop has acquired the luxury childrenswear business Alex and Alexa. The businesses now form The Luxury Kids Group but both will continue to trade separately. Commenting on the deal the co-founder of babyshop Marcus Tagesson said “Acquiring Alex and Alexa will see us create a global leader in the luxury and premium childrenswear categories. The new executive team will bring fantastic brand-building capability together with world-class operational execution. Our combined busines will deliver a really exciting customer proposition that spans the world’s most important markets for luxury childrenswear.”
Alex Theophanous, founder of Alex and Alexa said “We are thrilled with this result as there are great synergies between the businesses and we share the same vision f creating a significant global force in luxury children’s retail.”
Alex and Alexa was formed to create an online destination store for the world’s top children’s brands by husband and wife team Alex Theopanous and Alexa Till. Near simultaneously babyshop was developed along a similar theme by Marcus and Linn Tagesson in Sweden.
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