Whilst it works to sell off the online brand it acquired in
2011 for £70 million amidst much fanfare, Morrisons is writing off over £160 million
against Kiddicare.
The online brand is understood to be losing as much as £2
million a month in its current ownership and has never recovered from its
decision to open Kiddicare departments is some its larger stores. A number of
turnaround funds are reviewing the proposition but, in its current state, and
in a sector which is seeing Mothercare and others struggle, it may prove to very
difficult to find a buyer on the right terms. Pundits predict an imminent and
major shake-up of the Morrisons board.
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