Sentio advises on sale of Kiddicare to Worldstores


Sentio has advised Endless LLP on the sale of Kiddicare, the leading multi channel retailer of nursery and children’s products, to Worldstores for an undisclosed value.

Kiddicare was acquired by Endless LLP in July 2014 and following this it has been returned to its heritage of an online business and Peterborough store. Worldstores is the UK’s largest pure play online retailer in the home and garden category, having entered the market in 2008, and has achieved a strong track record of growth ever since to reach its current turnover of more than £80 million. Worldstores sells 600,000 products from over 1,600 suppliers across its 3 main brands:, and It has 200 staff, is headquartered in Twickenham, and was founded by serial entrepreneurs Richard Tucker and Joe Murray.

Joe Murray, Joint CEO of Worldstores, said: “Kiddicare is a fantastic strategic fit for us – its customer base is very similar to our core Worldstores demographic and is at a life stage where it’s buying for the home, so there are many cross marketing opportunities. Kiddicare has built a great reputation with both its customers and suppliers and we look forward to creating an exciting long term future for the business and its employees.”

Chris Yates, CEO of Kiddicare, said “Kiddicare has an important place in the nursery market and Worldstores is the ideal owner for the next phase of its growth. We all appreciate the hard work and diligence of the Kiddicare employees and the Endless team to help restructure the business over the past few months and this transition is exactly what Kiddicare needs. We are all excited at what we can bring to our customers now we are under the Worldstores umbrella.”

Darren Forshaw, Partner at Endless, commented “It was clear to us before our investment that Kiddicare would be an attractive business once it was returned to its core operations and this has proved to be the case. The future for Kiddicare, now it is part of the Worldstores stable of brands, is exciting and I look forward to watching its growth and success.”

Sentio’s team comprised Ian Marwood and Bridie Robinson.

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