MOO boosts digital drive with buy

Tech City veteran MOO has acquired from Hii Def through an asset purchase.

Tech City veteran MOO has acquired from Hii Def through an asset purchase. has been added to London-based business card company MOO as part of its ‘aggressive growth plans’.

MOO is an online printer which focuses on personal and professional identity products such as business cards and ID badges. It was one of the first companies to set up in East London’s technology cluster., a design-led personal identity site, will initially sit alongside MOO’s portfolio of physical products such as business cards, postcards and greeting cards as a standalone product, the business says.

Going forward, MOO plans to invest in the product to allow the two bodies to become more closely linked.

Richard Moross, founder and CEO of MOO, says that is ‘truly complimentary’.

He adds, ‘We really admire what the Hii Def team has done with Flavors. When the opportunity arose to acquire the Flavors products we were very excited.

‘We’ve always had strong bonds with the web, from our first partnership with Flickr back in 2006, and more recently our integration with Facebook Timeline. Identity is core to what we do and this acquisition is a great fit for the MOO brand, giving us a 100 per cent digital identity product to add to our existing range of print products.’

Financial details for the acquisition are undisclosed. However the deal is being structured in the form of an asset purchase, with MOO acquiring the website, brand, technology, IP and customers in an all-cash deal.

Hunter Ruthven

Hunter Ruthven

Hunter was the Editor for from 2012 to 2014, before moving on to Caspian Media Ltd to be Editor of Real Business.

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