Urchin and bosieboo Join Forces to Create New Home Shopping Business

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Children's retailer Urchin has joined forces with bosieboo to create a unique home shopping business that will replicate established UK delivery channels in mainland Europe while expanding its own-brand product offering by combining award-winning Scandinavian design with best-in-class global sourcing via the company's Asian office.

Children's retailer Urchin has joined forces with bosieboo to create a unique home shopping business. The two businesses will combine under the name of Milestone, maintaining the established Urchin brand for direct sales channels and the bosieboo brand for the development of its own-brand product range.

Founded in 2006, bosieboo has a unique development process. The company creates nursery equipment based upon feedback from an online parent panel. The product ideas are brought to life by combining award winning Scandinavian design with best in class Global sourcing managed out of their office in China then sold through the company's own e-stores. Several of the bosieboo products have already won prestigious industry and press awards.

"The distribution of children's products is rapidly shifting from traditional bricks and mortar stores to modern multi-channel retailing, and we intend become a significant player in the European market," says Elaine Barnes, CEO bosieboo. "We are delighted to have finalised the deal with Urchin. The combined strength of catalogue and e-store is a perfect retailing solution for today's busy parents."

Urchin was founded in 1998 by current MD, Murray Kenneth. The business won an ECMOD award in 2004 for the Best Consumer Catalogue in the £1.5 to £5m turnover bracket. Based in Marlborough, Wiltshire, Urchin employs 20 staff between its office and distribution centre. The new combined business will continue to be based in Marlborough.

"The Urchin team has always been focussed on great product -- and we're relishing the chance to develop some of our own products while continuing to offer parents an innovative selection of the best products available on the market" says Urchin MD Murray Kenneth. "The opportunity to apply the experience we have gained to a wider European market is also a great opportunity."

The Urchin spring catalogue already features a number of bosieboo products and this number is set to increase in the summer as the product range in the catalogue grows.


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