August 11, 2008, 12:00 AM

Online retailer As We Change acquired by parent company of Miles Kimball

Blyth Inc. has acquired the assets of As We Change, a site targeting women 40 and over that sells through catalogs and online. As We Change will become part of the Miles Kimball Company, which manages several brands that sell via the web and catalogs.

Blyth Inc. has acquired the assets of As We Change, a site targeting women 40 and over that sells through catalogs and online. As We Change will become part of the Miles Kimball Company, which manages several brands that sell via the web and catalogs.

"The addition of the As We Change brand to Blyth will complement our existing direct-to-consumer portfolio while enhancing our market share within the catalog and Internet space," says Blyth chairman and CEO Robert B. Goergen. "Moreover, it fits squarely with our strategy to seek attractively priced acquisitions that can leverage our existing industry expertise and geographic footprint."

Blyth said it was acquiring substantially all of As We Change’s inventory, intellectual property and customer file. The purchase price was not disclosed.

Miles Kimball, No. 195 in the Internet Retailer Top 500 Guide, manages such brands as Miles Kimball, Exposures, Walter Drake, The Home Marketplace and Easy Comforts.

In a separate announcement, Blyth said it had agreed to acquire ViSalus Holdings LLC, which sells nutritional supplements, energy drinks and weight-loss products through independent distributors.

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