Reliance Brands has edged out FirstCry.com to acquire the rights to operate stores of UK-based kids products company Mothercare in India. FirstCry.com was in advanced stages of talks with DLF Brands before Reliance emerged and snapped up the rights.
Reliance Brands sells international labels such as Diesel, Hamleys, Kenneth Cole and Steve Madden in India.
The deal gives the unit of Reliance Industries control over all Mothercare outlets currently run by DLF Brands. Emails sent to DLF Brands and Reliance Brands seeking details of the deal remained unanswered. Mothercare declined to comment.
Mothercare is the latest brand after Mango, Forever 21 and Sephora, among other global labels, to change hands from DLF Brands.
Online fashion retailer Myntra.com acquired the local franchisee rights of Mango last year, while Forever 21’s India business was acquired by the Aditya Birla Group in 2016.
DLF Brands had bought the franchise rights of Mothercare for 15 years in 2009. The UK-based retailer sells products for children and expectant mothers and currently operates through dozens of outlets and department store chain Shoppers Stop.