Moonpig to buy Buyagift platform for £124 million

Retail Insights Network reports U.K.-based greeting card and gifting platform Moonpig to buy gift experiences platform Smartbox Group UK (Buyagift) for £124 million. The company expects to record an underlying revenue growth percentage in the mid-teens for the combined entity.

Buyagift serves 3.3 million customers under its two brands, Buyagift and Red Letter, and recorded double-digit revenue growth at a combined annual growth rate (CAGR) over the last ten years., according to the article.

The acquisition is in line with Moonpig’s strategy to elevate and strengthen its position in the gifting market.

It opens Moonpig’s entry into the £6bn UK gift experiences segment and digital delivery of gifts (gift-in-a-card), as well as the same-day gifting market.

Nickyl Raithatha, CEO Moonpig and Greetz

“The proposed acquisition of Buyagift rapidly accelerates Moonpig Group’s journey to become the ultimate gifting companion,” said Nickyl Raithatha, CEO, Moonpig Group. “There is strong strategic rationale for the transaction and compelling financial benefits.

“Buyagift is profitable and highly cash generative, with a proven track record of strong growth and we are excited by the ways that we can further transform the business using the group’s proven playbook. We see significant potential for the cross-selling of gifting experiences to Moonpig Group’s loyal customers.”

The deal is expected to close by the end of July subject to receiving UK regulatory clearance. Moonpig expects its revenue for the fiscal year 2023 (FY23) to be approximately £350m if the deal closes on schedule.