FirstCry.com in talks to buy India franchisee right for UK’s kids products brand Mothercare

In a bid to bolster its presence in the growing kids’ products market, FirstCry.com is in talks to buy the India franchisee right for UK’s kids products brand Mothercare from DLF Brands.

Among other global labels to change hands from DLF Brands, Mothercare is the latest brand after Mango, Forever 21and Sephora.

While DLF Brands and FirstCry refused to talk on the same, Mothercare declined to comment on the story. “We are not doing any deal with FirstCry.com,” said Timmy Sarna, managing director of DLF Brands.

Our sources are of the firm view that both the parties are indeed in talks.

DLF Brands had bought the franchise rights of Mothercare, a UK-based retailer that sells products for expectant mothers and children for 15 years and currently operates dozens of outlets and through department store chain Shoppers Stop.

Signaling its focus on building an offline presence FirstCry.com, which started off as an online player, later acquired offline retailer Mahindra’s BabyOye in 2016 for Rs 362.1 crore in a primarily stock deal.

Since then, it has been expanding through the franchisee route.

 

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