Quidsi is taking aim at Target, Wal-Mart, and other retailers of baby and personal care goods. One of the fastest-growing e-commerce companies in the US, it operates websites Diapers.com, Soap.com, and Beautybar.com. Both are large online specialty stores that sell a wide range of baby care products and beauty, health, and household items from manufacturers including Johnson & Johnson, Nestlé, and Procter & Gamble. Quidsi offers free shipping on orders of more than $49 and fast delivery for those who can't make regular diaper runs. The company's products are distributed from warehouses in Missouri, Nevada, and Pennsylvania. Quidsi (Latin for "what if") became a unit of online behemoth Amazon.com in 2011.
The world's largest Internet retailer, Amazon.com, in April 2011 paid some $500 million in cash and assumed $45 million in debt to own Quidsi as its online battle with Wal-Mart heats up. (Walmart.com often offers free delivery on all orders.) Amazon's also looking to add companies that peddle consumables and is chasing after women customers aged 25 to 34, the typical Diapers.com client. Post sale, Quidsi co-founders Marc Lore and Vinit Bharara continue to run the growing business.
Since joining Amazon.com, fast-growing has Quidsi launched the Wag.com (pet supplies), YoYo.com (toys and games), and Casa.com (home goods) e-commerce sites, giving the company six brands in all. With Casa.com, launched in early 2012, Quidsi entered the home goods market, taking on competitors such as Bed, Bath & Beyond and Williams-Sonoma. Casa.com offers more than 35,000 home products, including bedding, towels, storage, dinner and cookware. Quidsi, which does business almost exclusively online, is mulling opening brick-and-mortar stores to capture customers who prefer to touch before they buy. Its cosmetics business, BeautyBar.com, opened a physical store in a shopping mall on Long Island in 2011.
Quidsi has expanded its reach to ship products beyond the continental US, to Alaska, Hawaii, and US Territories.
While Amazon does not break out sales for its individual businesses, Quidsi rang up an estimated $300 million in online sales in 2010. CEO Lore has forecast sales to reach $1.3 billion by 2012.
The Amazon unit is hewing to its parent company's strategy of blanketing the online marketplace with all types of goods. Quidsi got its start courting moms by offering low prices and fast delivery of diapers and other baby products through diapers.com (launched in 2005). Like Zappos.com (another Amazon acquisition) Quidsi is focused on developing strong customer relationships. Quidsi is believed to be close to launching an online sporting goods store. – less