FirstCry launches premium section for elite shoppers

Baby products retailer FirstCry, having successfully implemented offline and online retail business, has now unveiled a premium section on its platform and stores to cater to elite shoppers. It has roped in international brands and boutique baby products to the country through this section. The company has already launched over 160 such brands and expects this segment to contribute 10 percent to total sales.

FirstCry now aims to bring in around 150 more international brands by March 2016. While launching global brands, FirstCry also plans to rapidly expand its offline reach by opening 150 physical stores by the end of December. They would utilise a share of 36 million dollars funding (about Rs 238 crores) it raised recently in Series-D fundraising earlier this year from New Enterprise Associates, Valiant Capital partners, IDG Ventures, SAIF Partners and Vertex Venture Holdings.

As per a market research and advisory company Technavio report, baby care products market is expected to grow at a compound annual growth rate of 17 percent between 2014 and 2019.

FirstCry, launched in 2010 by Maheshwari and Amitava Saha, is owned by Brainbees Solution, a products supplier for pregnant women and kids.