Australia’s largest online department store, www.DealsDirect.com.au has acquired www.thekidsstore.com.au an established e-tailer of toys and baby products

The pruchase was announced Deals Direct CEO, Paul Greenberg, who said it was a strategic move to help Deals Direct gain momentum in growing vertical. 

The Kids Store was founded in 2006 by Nicky Coxson, wife of Julian Persaud, a senior Google Asia executive. The business is one of Australia’s largest online children’s stores.

“The Kids Store was created to change Australian’s perception of online shopping,” said Coxson.

“It was often seen as unreliable and risky. I like to think The Kids Store played its part in helping to change that perception over the last five years. DealsDirect is a fabulous business and I fully expect them take the customer experience to the next level.”

While the cost of the acquisition was not disclosed, Greenberg reaffirmed that he was keenly focused on acquiring web businesses that could add variety and velocity to the DealsDirect customer experience. H

He said a few more acquisitions were in the pipeline, and more announcements would be made soon.