New York-based teen girls cataloger/retailer Delia’s has sold the assets of its Foster City, CA-based children’s apparel catalogs Storybook Heirlooms and Just for Kids to CelebrateExpress.com. The Kirkland, WA-based CelebrateExpress owns the Birthday Express and Celebrate Express party supplies catalogs. Terms of the deal, which at press time was expected to close April 19, were not disclosed.
Jan Jewell, founder/co-CEO of CelebrateExpress, says that Storybook Heirlooms’ target market — parents ages 35-44 — is the same as that of Birthday Express. Storybook and Just for Kids will be fulfilled out of Birthday Express’ Greensboro, NC, facilities. Jewell also says Storybook will be relocating to Birthday Express’ Kirkland headquarters.
According to Delia’s spokesperson Amanda Mullin, the Storybook deal completes the divestiture of its noncore properties. In February, Delia’s sold the assets of TSI Soccer to Hillsborough, NC-based Sports Endeavors, mailers of the Eurosport catalog.