Nursery Today magazine

Direct2Mum expands with Bambino Direct acquisition

A Yorkshire baby goods retailer has consolidated its position as one of the region’s fastest growing companies by acquiring Bambino Direct, an independent multi-channel nursery company.

After only a year since revealing a five-year commitment to build its brand within the retail sector, Direct2Mum Ltd has acquired Huddersfield-based Bambino Direct for an undisclosed six-figure sum. 

Direct2Mum is an online retail business offering premium baby and toddler products, from travel and safety items, nursery furniture and prams, to feeding and bath time accessories. Since its launch in 2010, it has grown from strength to strength, doubling its turnover year on year.

Bambino Direct, part of the Buy It Direct group, is a multi-channel nursery stockist that sells big brand names. The acquisition means that Direct2Mum will benefit from the addition of more than 5,000 products and 80 key brands to its current offering.

The next few months will also see Direct2Mum move into new 105,000 sq ft premises situated off the M1 at junction 37 and plans to open a showroom in the spring.

Managing director of Direct2Mum, Alex Leslie, said: “We are dedicated to giving our customers access to high quality products as well as providing an excellent level of service. This deal has strengthened our commitment and allows us to continue to deliver our vision by offering a more extensive product range from renowned leading nursery brands, enabling customers to purchase everything they need from one easily accessible site. 

“It also reinforces our business strategy to build the D2M brand in the retail sector and has put us in a strong position for continued growth over the next few years.”

Nick Glynne, managing director of Buy It Direct, said: “I am delighted that Bambino Direct has found the right home. It's a cracking business with huge potential and Direct2Mum can give it the focus it deserves.”

As well as its retail arm, Direct2Mum also provides a virtual community for mums-to-be and parents seeking advice on pregnancy and parenting, from discussion forums, blogs, practical guides, the latest parenting trends and news, as well as pregnancy tools such as a Chinese gender predictor, due date calendar and baby name finder.

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