The toy retailer appoints head of American Eagle Outfitters’ digital technology to oversee IT and digital operations as it takes its e-commerce platform in-house.
The acquisition marks the latest global e-commerce investment for the owner of Buy.com
Japan-based Rakuten Inc. today said it will buy U.K. e-commerce operator Play.com for 25 million pounds (US$39 million).
The acquisition of the retailer, which sells music, DVDs, books, consumer electronics, office equipment, mobile phones, toys and other products, marks the latest global e-commerce investment by Rakuten, which in 2010 bought U.S. e-retailer Buy.com Inc.
“The U.K. market is one of Europe’s largest and most mature e-commerce markets. Play.com is not only a pioneer in the market, but also one of the U.K.’s most successful e-commerce businesses,” says Hiroshi Mikitani, chairman and CEO of the Japan-based e-marketplace operator. “We aim to leverage our e-commerce strength and experience to further expand and develop Play.com’s business model and channel its loyal user base, merchants, and deep product offerings into Rakuten’s global e-commerce network.”
Rakuten says it will buy up all of Play.com’s stock.
Earlier this month, Rakuten was part of a group of investors that raised $100 million for Russia-based online retailer Ozon.ru, which, like Play.com, sells a wide variety of products. The investment followed Rakuten’s purchases in June of a 75% stake in Brazil-based Ikeda, which sells e-commerce technology and services to more than 100 of the largest online retailers in that country. Rakuten this year also acquired 80% of Germany-based Tradoria GmbH, which sells an e-commerce platform. In 2010, Rakuten bought France-based e-commerce operator PriceMinister.