If you've got a Marketing Week magazine subscription, you can read how Morrisons is branching out into the world of ecommerce by purchasing babywear retailer kiddicare.com.
The supermarket has agreed a deal to buy the e-retailer for £70 million.
It will be building its online presence in its non-food sector by developing the platform on kiddiware.com, reports Marketing Week.
The supermarket chain will be taking advantage of the "state-of-the-art freehold distribution facility" offered by the babywear retailer's website.
Dalton Philips, chief executive of Morrisons, said: "This acquisition brings not only a respected, successful and fast growing specialist retailer into the Morrisons group but also a robust, scalable and highly advanced technology platform around which we can begin to build our ecommerce offer," reports Marketing Week magazine.
Analysts told Marketing Week magazine that Morrisons' purchase implies Mr Philips is not just planning "more of the same" for the company.
Morrisons is the fourth-largest retailer in the UK, boasting 403 stores around the country.
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Posted by Donnie Bachan