BabyUniverse Buys Competitor

The total amount paid was $6.4 million in cash and 53,165 shares.
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BabyUniverse

(BUN)

has acquired Huta Duna, the owner of a Web site called DreamTimeBaby.com that sells brand-name baby products.

BabyUniverse paid $6.4 million in cash and 53,165 shares for DreamTimeBaby. During the 12 months ended June 30, DreamTimeBaby had more than $7 million in gross sales, compared with about $19 million generated by BabyUniverse for the same period.

"We are extremely pleased to announce this acquisition," BabyUniverse, an online retailer of brand-name baby, toddler and maternity products, said in a press release. "We have admired DreamTimeBaby as a competitor for many years and look forward to applying their excellence in managing gross margins and advertising expenses to our existing business."

Shares of BabyUniverse, based in Fort Lauderdale, Fla., lost 20 cents Tuesday to $9.70.