Online printer is buying up, a design-led “personal identity” site, for an undisclosed amount in an all-cash deal. The seller is Hii Def Inc.

PRESS RELEASE is to purchase, a design-led personal identity site known as ‘the digital you’ with over half a million members in 200 countries, from Hii Def Inc. In the form of an asset purchase, MOO will acquire the website, brand, technology, IP and customers in an all-cash deal.


Forming part of its aggressive growth plans, the deal reinforces MOO’s position as a leading resource for customers wanting to leverage great design to promote themselves or their business.


MOO is already one of the world’s fastest-growing online printers, focusing on both personal and professional identity products, such as business cards and now personal identity webpages. provides another way for customers to showcase themselves, but in a digital format that can be shared over email, mobile, social networks and the web.


For Richard Moross, Founder and CEO of, is truly complimentary and reinforces MOO’s brand values of great design, ease of use and customer focus. “We really admire what the Hii Def team has done with Flavors. It was clear that we shared many of the same values of good design and usability. When the opportunity arose to acquire the Flavors product we were very excited.


“Over the past six years, MOO has focused on helping people create beautiful print products to make them or their business look great. 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% digital identity product to add to our existing range of print products. It’s a fantastic compliment to our line-up, offering customers a beautiful personal web page that they can use to promote themselves or their business.” will sit initially alongside MOO’s suite of physical products – business cards, postcards, greeting cards, stickers and other accessories – as a standalone product, but in the future the two businesses will become much more closely linked. MOO will continue to invest in the product to increase ease of use and enhance the mobile offering, as well as adding new design features.


Richard Moross adds: “As we look to the future of personal and professional identity, MOO is excited about building closer ties between print and the web – helping better-connect customers’ virtual and physical worlds through smart objects and online identities. The Flavors product is key to this strategy, beautifully complimenting MOO’s design-led approach, and providing us with an existing platform from which to build our future digital vision.”




Notes for editors:


MOO is one of the world’s fastest-growing online printers, focusing mainly on identity products such as business cards


MOO printed 50 million business cards last year and is expecting this to rise to nearly 100 million in 2012


Whilst some print categories are suffering, the Business Card market is flourishing, growing some 20 per cent a year over the past four years (2008 to 2010: Keynote Market Report – Printing 2011)


Print is an incredibly big market, some $640 billion a year, 18x the Video Games industry and 14x the Online Advertising industry and 10x the Music Industry. It is the second largest employer in the USA.



MOO is an award-winning online print business that is passionate about great design and the difference it can make to its customers and the world. Launched in 2006, MOO aims to disrupt the $640 billion global print industry by combining the values of professional design with accessibility and reach of the web; making great design available to all. By applying Web 2.0 principles to a 500 year-old market, MOO has become one of the fastest growing print businesses in the world, with triple digit annual growth and a global reach since launch. MOO prints millions of cards a month and has served customers in over 200 countries. MOO also empowers companies of 10 or more employees with MOO for Business, offering volume discounts and easy order management for entire organisations.