Birthday Express Plans to Buy Storybook Heirlooms From Delia's

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Birthday Express, a direct marketer of children's party products and services, announced yesterday that it intends to buy cataloger and Web retailer Storybook Heirlooms Inc., a firm owned by Delia's Corp.


Birthday Express, Kirkland, WA, and Delia's, New York, a retailer targeting teen-age girls and young women, did not disclose financial terms of the deal.


Storybook Heirlooms, Foster City, CA, specializes in children's traditional and online catalogs offering apparel and accessories for girls age 2 to 12.


Storybook orders will now be fulfilled at Birthday Express' pick-and-pack center in Greensboro, NC, said Rebecca Burgess, spokeswoman for Birthday Express.


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