Bangalore: Mumbai based online shopping portal for home living appliances has acquired Crude Area, an online artists' community which provides wall art and wall decor ideas for personal and business places. This is an all-stock acqui-hire deal wherein all the employees of Crude Area will be transitioned into BeadBathMore.com along with its founders who will now be a part of the management team at BeadBathMore.com. The financial terms of the deal were not disclosed. As a part of this deal, Shweta Bhandari – founder of Crude Area will join BedBathMore as Vice President, while Falguni Pathak will join as creative director.
Founded in 2010 by Amit Dalmia, BedBathMore provides home furnishing products across various categories such as bed, bath, and kitchenware, among others. The firm also offers the online shoppers a platform that provides end-to-end home solutions. With this acquisition, BedBathMore.com will expand its private label offerings and strengthen its focus on content, community and e-Commerce. Currently BedBathMore.com owns several private labels in the linen, furniture and other categories. Post this acquisition, Crude Area will become an independent white label on the portal, thus offering a wider range of products to its consumers.
Earlier, BedBathMore.com had acquired Homado.com, a marketplace for interior designers to showcase their portfolio, expertise and ideas. The acquisition resulted in the integration of the community of 3,000 architects and interior designers of Homado.com’s into the existing offerings of BedBathMore.com. The e-Commerce company has witnessed an increase in its revenue through the web platform by 215 percent and is optimistic about the Indian home furnishing and solutions market.