TV shopping and online retail specialist Ideal Shopping Direct
has acquired Deramores, an online retailer of knitting supplies,
for an undisclosed sum. This is the company’s second acquisition
since going private last year and follows the buyout of
Create today in February. The move supports Ideal’s strategy of
acquiring and developing niche hobby eCommerce businesses to
increase its multichannel reach.
Following the acquisition, Mike Hancox, chief executive of Ideal
Shopping Direct, says the company will “invest in the
growth of Deramores as a standalone eCommerce business with an
international customer base”. The deal sees Deramores
cofounder and managing director Steve Hollis remain with the
business.
Ideal Shopping Direct’s multichannel director Tim Curtis adds
that currently there are no plans to launch Deramores on Ideal’s
TV shopping channels, focusing instead on developing niche
websites “optimised for non-TV-shopping
customers”.
Share