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Diapers.com, founded in 2005 by Marc Lore and Vinit Bharara in Montclair, NJ, is the largest online specialty retailer for baby products.[citation needed] Initially founded as 1800DIAPERS, the company set out delivering consumables, such as diapers, wipes, and formula. It uses Kiva robots for warehouse automation and a combination of UPS Ground and FedEx delivery. In late 2008, Diapers.com expanded its selection into far-reaching baby categories, including clothes, car seats, strollers, and toys.[1]

Diapers.com was ranked #35 overall, #1 for Retail, #3 in NY-NJ-PA, and #5 Top Indian Run Companies by INC Magazine in 2009.[2]

Sister site Soap.com was started in July 2010; BeautyBar.com in October 2010; Wag.com in July 2011; Yoyo.com in September 2011, Casa.com in February 2012, vine.com in September 2012 and AfterSchool.com in October 2012. The site currently operates with a shared shopping cart with its sister sites.

Amazon.com acquired Quidsi, Inc., which operates Diapers.com and Soap.com, for $550 million on November 8, 2010.[3] However, it will continue to operate independently and follows an integration model similar to the one Amazon uses with Zappos.com.


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