Bebê Store (www.bebestore.com.br), Brazil’s leading online baby goods retailer and a company we've been proud to back since 2011, has just announced the acquisition of its main competitor in the country – Baby (www.baby.com.br).

We’ve believed in founders Leonardo and Juliana Simão and their vision for Bebê Store for a long time, becoming their first outside investors. Since then, we've worked with the team to help scale the business and are delighted that they're consolidating their leadership of the market with this transaction. Baby has undoubtedly been a major player in Bebê Store’s field, having attracted over $50 million in investment prior to its acquisition, and the combination of their operations will help Leonardo, Juliana and the team take the business to a new level of success.

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We are pleased to announce that W7 Brazil Capital and Atomico have invested $10m into Bebê Store – the leading online baby and children's goods website in Brazil with over $20m of annualised revenue, and $18m of total capital raised.

Bebê Store is an example of the second generation of emerging market ecommerce players. The first generation simply needed more capital than their competitors, as once a business was clearly ahead from a capital standpoint it became difficult for the other players to raise funds. This became a self-fulfilling prophecy where the best-funded got stronger, and the others struggled. However it is now much more capital efficient to start an ecommerce company, with open source back-ends, and high quality 3rd party logistics providers, that the battle has shifted to front-end innovation – i.e. the core strength of the product itself.

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CONNECT/DAKOTA PARTS AND BEBÊ STORE HAVE GREAT OPPORTUNITIES, VENTURE CAPITAL FIRM SAYS

SÃO PAULO, BRAZIL – February 24, 2011- Atomico, the international venture capital firm founded by Niklas Zennström, also known as a co-founder Skype, today announced its first two investments in Brazil, following recent investments in other Latin American countries.

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