June 28, 2006, 12:00 AM

BabyUniverse adopts ePregnancy.com

The pure-play company with multiple e-commerce sites acquires ad-driven content site ePregnancy.com and its print magazine.

Bill Briggs

Senior Editor

BabyUniverse Inc. has acquired ePregnancy.com and ePregnancy Magazine. The acquisition includes the domain ePregnancy.com, the ePregnancy trademark, a related online community web site and message boards, and an archive of online content.

EPregnancy, which launched in 2002, is an advertising-driven content web site for expectant women, offering expert information and an online community. The content site is intended to complement and drive traffic to BabyUniverse’s collection of e-commerce sites. Prior to the acquisition, ePregnancy.com had announced the May 2006 issue of its magazine would be the last. BabyUniverse says it currently will focus efforts on growing and supporting the ePregnancy online community and doesn’t intend to immediately revive the magazine.

BabyUniverse, through web sites BabyUniverse.com, DreamtimeBaby.com, PoshTots.com, PoshLiving.com and PoshCravings.com, is an e-retailer of brand name baby, toddler and maternity products and furnishings. The company’s target audience is affluent women. It has said it plans to leverage its growing baby-oriented e-commerce business to acquire female-oriented e-commerce, marketing and new media companies outside the baby market.

BabyUniverse, No. 235 in the Internet Retailer Top 500 Guide to Retail Web Sites, grew sales 65.7% in 2005 to $23.7 million compared with $14.3 million in 2004.

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