The Shoreditch, London-based firm bought Flavors.me in an "all-cash deal" this week from parent company Hii Def Inc, in an agreement which the UK company claims will give it a 100% digital identity product that complements its existing portfolio of web-to-print services.

The agreement sees Moo.com, which mainly targets micro-businesses with its offering of printed products such as business cards, leaflets, stickers, greetings cards and postcards, acquire the website, brand, technology, IP and customers.

One member of staff will move from an existing team of around 10 at Flavors.me, while the remainder will stay with Hii Def Inc.

As a result of the acquisition customers of Moo.com, including both individuals and business owners, will now have the ability, as well as designing and ordering their own printed products, to design and manage individual identity web pages to promote themselves and their businesses.

Moo.com chief executive Richard Moross explained that the company, which has a base in the US as well as in the UK, aimed to integrate the two services in the future to develop digital products such as business cards which are mobile-optimised.

He said: "Our priority is to initially get all of the Flavors’ tool and code embedded into our site and integrated onto our platform and in the medium term put the Flavors’ product alongside our own."

Moross added that the long-term plan was to integrate the two brands’ offerings.

"In order for business cards to evolve to become more connected and mobile, we will bring the brands closer together so that, for example, business cards can become digital making it easier for people to get the information on it into their computers," he said.

Originally launched in 2006 in a partnership with Flickr, Moo.com now employs around 125 people, 85 of whom are based in London, with the rest in the US. The firm produces all of its printed orders in-house on four Indigo 5500 digital presses which are split equally between the two sites.

Earlier this year the company launched a partnership with Facebook with a business card app that enabled users to combine pictures from their Facebook timeline with a business card.

Moross added: "This acquisition a strategic purchase and we will continue to grow at an accelerated rate. This is an opportunity to start to experiment with a different product and one that already has a built-in revenue stream and we are very excited about how they can work together."