November 8, 2010 6:59 PM

Debevoise Advises Amazon in Diaper Deal

Posted by Tom Huddleston Jr.

Amazon.com, Inc. is shelling out big bucks to get into the diaper-changing business.

The online shopping center announced plans early Monday to purchase Quidsi, Inc., an e-commerce company that operates the online baby product Web site Diapers.com. Quidsi also runs Soap.com (a purveyor of toiletries). The company recently launched a Web site for beauty products called BeautyBar.com.

Amazon will pay roughly $500 million in cash for the company, while also assuming $45 million in debt. "I'm not sure which is more unpleasant--changing diapers, paying too much for them, or running out of them," Jeff Bezos, Amazon's founder and CEO, said in the company's press release announcing the deal. "This acquisition brings together two companies who are committed to providing great pieces and fast delivery to parents, making one of the chores of being a parent a little easier and less expensive."

Debevoise & Plimpton was tapped to handle the deal for Amazon. Corporate partner William Regner in New York led the firm's team, which included compensation and benefits partner Lawrence Cagney and IP partner Jeffrey Cunard. Amazon's general counsel is L. Michelle Wilson.

Two firms, Fenwick & West and Dorsey & Whitney, advised Quidsi on the transaction. Fenwick was hired as special counsel to manage the sale of the company. Partners Gordon Davidson, Doug Cogen, Scott Spector, Adam Halpern, Michael Farn, and partner-elect Kris Withrow advised Quidsi. Dorsey corporate partners Steven Khadavi and Ted Hollifield also advised on the sale.

The deal, which already has received stockholder approval, is expected to close in December 2010. The acquisition is expected to help Amazon compete with other e-commerce entities, such as Walmart.com and Drugstore.com. Quidsi will continue to operate independently.

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