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Baby SuperMall Retains M&A Specialist Heritage Equity Partners

February 16, 2016, 07:32 AM
Filed Under: Industry News

Baby SuperMall, LLC, an e-Commerce company that specializes in direct to consumer and third party sales of baby products,  has retained Heritage Equity Partners (“HEP”) to seek debt or equity financing, a joint venture partner, or a buyer for the Company.  BSM sells baby clothing, bedding, furniture, and more in over 125 countries around the world through their own site: as well as on Amazon and eBay.

Founded in 1997, Baby SuperMall offers an extensive selection of crib bedding and other baby products shipped directly from their 75,000 square foot distribution center outside Chicago. The Company stocks nearly 10,000 nursery bedding sets and over 100,000 coordinating nursery decorating accessories at their state-of-the-art facility, ready for immediate delivery. They carry approximately 300 different bedding collections from the most respected designers in the industry including Kidsline, Lambs & Ivy, CoCaLo, and Bananafishfeatures.  Winners of the Bizrate Platinum Circle of Excellence award for 7 consecutive years, the Company boasts best in category ratings with respect to delivery, service, and overall reliability and has a long history with many of its suppliers, allowing them to gain priority access to desirable merchandise and maintain ample inventory.

The Company has created a diversified revenue stream with approximately 50% of revenue coming directly from and the remainder being sourced through Amazon and eBay. The Company’s long term focus on Search Engine Optimization (SEO) has resulted in over 20% of website visits being driven by SEO efforts. In 2015, there were 1,825,000 new visitors to the site– providing a diverse group of new and repeat customers.

As the Company moves forward, new initiatives are being developed and in order to capitalize on what BSM believes is a “new niche,” additional capital is needed. Ken Yager, CEO of Baby SuperMall, commented, “We have established credibility in this market over the past 19 years and were one of the earliest online retailers in this space. We have identified some strategic opportunities for the Company to grow in to and with outside capital, a partner, or a buyout, we believe the Baby SuperMall can once again lead the way in online retail of infant bedding and accessories.”

According to Matt LoCascio, a Managing Director at HEP, “This is an outstanding opportunity to lend to, invest in or purchase an established and respected e-Commerce brand with a high traffic and well recognized website, in a growing market.”

Heritage Equity Partners, formerly “Equity Partners”, based in Easton, MD provides investment banking services and has completed in excess of 400 engagements throughout the United States since 1988. 

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