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Kiddicare has been acquired by online retailer Worldstores just two months after it was bought by Endless.
Worldstores aims to push the mother and baby retailer to its next stage of growth after private equity firm Endless returned it to a pure play online retailer when it bought it in July.
The etailer, which runs home and furniture websites Worldstores.co.uk, Casafina.com and Modern.co.uk, said Kiddicare fits in with its family customer demographic.
Worldstores joint chief executive Joe Murray added: "Kiddicare is a fantastic strategic fit for us - its customer base...