The Pud Store has acquired the assets of a nursery and baby products business that fell into administration last month.
The Doncaster-based company has acquired assets for online retailer Precious Little One, including its stock, websites and customer databases.
The deal comes after Grantham-based Precious Little One entered administration in January 2021.
The Pud Store was founded by Frances Bishop in 2015 and attracted substantial backing from a multi-millionaire last year.
Frances said: "I know that there is a lot of work to do to get the Precious Little One up and running again, but I have a great team and we will quickly rebuild customer confidence.
"At The Pud Store we have built an amazing group on mums, a great reputation for customer service and we know mums really well. We will bring all of our passion and expertise to Precious Little One and will be relaunching its market leading website some time in March 2021 – to make it better than ever before."