iVillage Inc. says that it will sell the commerce business assets of its iBaby.com to Babygear.com. While specific terms of the deal were not disclosed, iVillage will be taking an equity position in Babygear.com, which has committed to several five-year sponsorship agreements. Babygear.com will be featured on iVillage properties, including the iVillage.com home page, parenting and shopping channels, as well as the company's Lamaze print publications and Newborn Channel.
"As we continue to concentrate on our media-based content business, we can remain active on an e-commerce platform through revenue-generating sponsorship agreements with category-leading companies rather than carry the fulfillment side of the equation ourselves," says Candice Carpenter, CEO of iVillage.
"iVillage has done a great job building relationships with millions of women and helping them shop online. Coupled with our retail experience and enormous product selection, the acquisition of certain key assets of iBaby makes for an unassailable combination," adds Preston Bealle, President and CEO of Babygear.com.
Meanwhile, New York City-based iVillage has also entered into a sponsorship agreement with maternity apparel company Dan Howard Industries, Chicago, to help it expand its iMaternity.com and PlusBoutique.com businesses through reaching out to iVillage's audience.