HSN Acquires Chasing Fireflies

Crosschannel retailer HSN has acquired upscale children’s apparel seller Chasing Fireflies, and will make it a part of the Cornerstone Brands operating segment. Terms of the deal were not disclosed, but HSN has said Chasing Fireflies will continue to operate as an independent brand.

Chasing Fireflies was founded in 2006 by former Nordstrom and Celebrate Express executives Dina Alhadeff, Amy Grealish and Lori Liddle, and sells children’s apparel, costumes and gifts online and via the Chasing Fireflies and Wishcraft catalogs. The Chasing Fireflies co-founders will continue to run the business and oversee day-to-day operations from their office in Seattle, while working closely with Cornerstone CEO Mark Ethier, HSN said in a press release.

Chasing Fireflies, which won a Silver in the 2010 MCM Awards children’s catalog category, did nearly $20 million in business in 2009. Those net sales nearly doubled to $39 million in 2011.

Chasing Fireflies joins Ballard Designs, Frontgate, Garnet Hill, Grandin Road, Improvements, Smith + Noble, The Territory Ahead and TravelSmith as members of the Cornerstone family. Cornerstone distributes more than 300 million catalogs annually, operates eight separate digital sales sites and operates 19 retail and outlet stores.

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