Once dismissed by Australian market analysts as an expensive purchase for Fairfax Media, Trade Me has emerged as valuable currency in troubled times.
Fairfax is selling 15 per cent of one of its most successful assets - on top of the 34 per cent floated at the end of last year - to offset problems in its publishing business.
The divestment, sold off-market to selected investors at the weekend, leaves Fairfax with a 51 per cent stake in the online auction company which it says it has no plans to sell.
Mum and dad investors who bought into Trade Me at the end of last year, were not told explicitly of the sell-down just six months after the float.
Market players who took part in the December 2011 float had expected a further sell-down, but said that initially they had expected it to be in another month. The latest sell-down is not expected to have a big impact on the way Trade Me is run.