Ideal Shopping Direct has bought ecommerce platform company createtoday.com in a move that it says will help its fast-growing Create and Craft business to outperform its craft market competitors.
The acquisition is ISD’s first since it was taken private last year and gives it a platform built for the buyers and sellers of creative content. End-consumers can use it to produce personalised and customized print-on-demand products such as cards and wall art.
Mike Hancox, chief executive of Ideal Shopping Direct, said: “Createtoday will help us us leapfrog our competition in the craft market, by offering customers a superior digital experience and access to more diverse content, via third party partners as well as createandcraft.tv.
“This is another example of our investment in digital development and in our Create and Craft business, which has a rapidly growing customer base and recently appointed Anthea Turner as brand ambassador to lead our campaign to ‘Get Britain Crafting’”.
createtoday's founder, Julian Jarvis said: “createtoday was started to empower people in the world of print-on-demand products. A classic case of technology enabling people and democratising the creative process. I am delighted to announce that createtoday now becomes part of a business that is equally passionate about creativity and empowering people with technology, ideas and great service.”