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		</div><p><a href="http://londonglossy.com/wp-content/uploads/2011/02/morrisons-unveils-70m-web-deal.jpg"><img class="alignnone size-full" title="Morrisons has taken the first major step towards internet sales with the acquisition of online retailer Kiddicare for 70 million pounds" src="http://londonglossy.com/wp-content/uploads/2011/02/min-morrisons-unveils-70m-web-deal.jpg" alt="Morrisons has taken the first major step towards internet sales with the acquisition of online retailer Kiddicare for 70 million pounds"/></a></p>
<p>Morrisons has taken the first major step in its e-commerce strategy with the acquisition of online retailer Kiddicare for £70 million.</p>
<p>The supermarket group, which is the only one of the &#8220;Big Four&#8221; grocers not to have a significant internet business, said it will use the kiddicare.com platform and management team to build an online non-food business.</p>
<p>Kiddicare, founded in 1974 by Neville and Marilyn Wright, generated turnover of £37.5 million last year and has grown by 75% in the past three years.</p>
<p>It has its own state-of-the-art distribution facility and operates the largest baby nursery equipment retail store in Europe based in Peterborough.</p>
<p>The company will continue to trade separately as kiddicare.com, while the management led by Scott and Elaine Weavers-Wright will remain in place.</p>
<p>Morrisons chief executive Dalton Philips said: &#8220;They are two of the most talented and respected operators of online retail today and their experience and track record with Kiddicare.com has been outstanding.</p>
<p>&#8220;Their knowledge and expertise will be invaluable as Morrisons builds its online business.&#8221;</p>
<p>The acquisition is subject to certain conditions which, if not achieved by March 23, would allow Morrisons to terminate the agreement.</p>
<p>In September, Mr Philips identified an internet operation as a key part of his growth plans following his appointment as chief executive. He has also started a trial of a new convenience store format.</p>
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