DLF Brands’ Kidskart to close shop

Online kids’ wear portal Kidskart, which is owned by DLF Brands, will close the shop soon. The portal has suffered losses because of stiff competition and discounting war from both pure play online kids stores like Babyoye and Firstcry as well as marketplaces like Amazon, Flipkart and Snapdeal.

The business had taken off well, making crores every month in gross merchandise value but the owners decided to shut shop as they felt it was a loss making venture and they didn’t have the will to run it. The company has made the portal dormant as it want to focus on brick and mortar retail which is the key focus area. The plan is now to launch Mothercare.

Timmy Sarna, CEO, DLF Brands, says that they found some duplication in doing Kidskart and Mothercare at the same time. They would prefer to focus on their core business.