Online retailer Mysale Group plc has acquired certain trade and assets of Identity Direct, an international retailer of personalised products for a consideration of AUD$2.69 million to the administrators of Identity Direct and Ortega Publishing Pty Ltd..
Identity Direct was founded in 1992 and supplied personalised products including children’s books in partnership with brands like Disney, Marvel, Nickelodeon and Mattel. The acquisition includes a small, skilled workforce, stock, customer lists as well as a production facility in Auckland, New Zealand. Identity Direct had sales of AUD$10 million for the year to 30 June 2016.
Carl Jackson, CEO, MySale Group plc commented “We are delighted to welcome Identity Direct to the Mysale Group. The acquisition will allow us to build an additional revenue stream that is very complementary to our existing core activities.”
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