Following the announcement that fund manager associated with the Packer family Ellerston Capital invested partly into DealsDirect, the online department store has now acquired an online e-tailer., know to sell toys and baby products, was founded in 2006 in anticipation of changing Australian habits to online shopping.

Paul Greenberg, DealsDirect co-founder and joint CEO, said it’s a strategic move to gain momentum in a growing vertical.

“The Kids Store shoppers now have access to an even greater variety of products at even lower prices with the same great service. Our toy and baby category on DealsDirect is certainly one of the best in its class in Australia,” he said.

Whilst the cost of the acquisition was not disclosed, Greenberg reaffirmed that he was keenly focused on acquiring web businesses that could add variety and velocity to the DealsDirect customer experience. He confirmed that a few more were acquisitions are expected to take place in the near future.

According to Greenberg, he confirmed that a number of new lines would be added to the toy and baby category on DealsDirect soon.