// Menkind acquires British gifts retailer Qwerkity to expand demographic
// Qwerkity had been owned by book sellers The Book People Group since 2017
// Menkind recently hired its first ever MD
Menkind has acquired British gifts retailer Qwerkity in a bid to appeal to a wider market.
Qwerkity had been owned by book sellers The Book People Group since 2017, where it had been developing its ecommerce business.
Menkind recently hired its first-ever managing director in order to explore international expansion.
The retailer will aim to transform Qwerkity into a more modern business without neglecting existing sales channels.
“We have a very clear vision of what we want to achieve with Qwerkity,” Menkind chief executive Paul Kraftman said.
“Bringing the business in the Menkind family gives us a great opportunity to grow it using our digital, buying and fulfilment expertise.”
The Book People chief executive Claire Bayliss said: “We felt that timing was perfect and couldn’t have found a better buyer for Qwerkity.
“We are excited to have sold the business to Menkind and feel that given their very strong market position, they can enable Qwerkity to reach new heights.”