Belgian organic web shop Kazidomi is doubling in size after a new acquisition: the healthy food specialist is buying Bébé au naturel, a French e-commerce player in natural baby products.
French acquisitions
Kazidomi is on a shopping spree in France: six months ago, it already bought Smartfooding and children’s product specialist Graine de bonne santé. Now the retailer expands its range with Bébé au naturel, LSA reports. The Belgians also see many synergy opportunities: not only does Bébé au naturel account for more than 100,000 orders a year in France, its range can also strengthen Kazidomi’s food and cosmetics ranges.
Newborn parents and their child(ren) are also an interesting target group. “Having a child is an important moment in one’s life, a time when one reconsiders all his choices and where responsible consumption often becomes natural”, Kazidomi founder Emna Everard says.
The expansion is notable, because organic is a sector that has been struggling after the huge growth during the Covid pandemic. Demand fell rapidly and especially in this cost-of-living crisis, consumers cut back even more. Meanwhile organic, sellers struggled with rising costs, leading to bankruptcies and consolidation in the market.
