BT said that fresca's domain expertise and complementary technologies would enable BT Expedite, BT's specialist retail division, to deliver an integrated multi-channel shopping experience to retailers and customers.
Helen Slaven, chief executive of BT Expedite said: "We are delighted with the acquisition on Fresca. Through its existing products Fresca gives BT Expedite a full suite of solutions to support multichannel retailing. Fresca brings to us a strong product set and one of the sector's leading experts in online retailing. We look forward to working with retailers as their multichannel strategies develop."
Fresca also operates websites for Thomas Pink and Phase Eight as well as other non-fashion retailers such as Habitat.