FirstCry has taken a major step in strengthening its retail presence. Through its parent company, Brainbees Solutions, the company has made an investment of INR 73 crore in its subsidiary Globalbees Brands. This investment comes in the form of a subscription to Series C2 compulsorily convertible preference shares (CCPS). This will help FirstCry expand its footprint in the Direct-to-Consumer (D2C) segment.
That growth strategy is all about diversification. FirstCry wants to move beyond its core business of baby and kids’ products into other consumer segments—personal care, home care, fashion and lifestyle. Globalbees, which operates as a brand aggregator, has been instrumental in that effort. By operating a portfolio of D2C brands, FirstCry can scale up and manage that business more effectively.
FirstCry-Globalbees Investment Details
With this fresh injection of capital, FirstCry has increased its stake in Globalbees from 50.73% to 51.12%. The funds will be used to accelerate Globalbees’ operations, acquire new brands and build its operational capabilities. The premium at which these shares were issued—INR 3.28 lakh per share—speaks to the value FirstCry sees in Globalbees.
This capital will help Globalbees compete more effectively in the D2C sector. That’s a space where FirstCry is already making its mark. Globalbees had expanded into the home and kitchen appliance sectors, with significant investments in Frootle India and Wellspire India.
Globalbees
Globalbees has shown remarkable progress since its inception. Its brand aggregator model has proven highly scalable. The company’s portfolio includes notable players across personal care, fashion and lifestyle categories. Those brands are expected to contribute significantly to FirstCry’s bottom line in the coming years.
In FY25, Globalbees reported a strong performance. Its acquisitions in the consumer appliance space generated revenue streams beyond FirstCry’s traditional offerings. That expansion is supported by Globalbees’ investments in Frootle and Wellspire, which are integral to its strategy to diversify into lifestyle, wellness and home & kitchen sectors.
Frootle and Wellspire
FirstCry’s strategy is built around capitalising on emerging trends in the home, lifestyle and wellness sectors. Frootle is the exclusive partner for leading international brands in lifestyle, wellness and home & kitchen sectors. That means customers get expert guidance, home installation and lifetime support when they shop with Frootle—both online and offline.
Wellspire India is a key player in consumer electronics. It deals in smart kitchen appliances like electric pressure cookers and air fryers, providing a broader reach to indian customers.
FirstCry’s investment in Globalbees shows how serious the company is about expanding into consumer appliances. And that’s part of a broader effort to take FirstCry international.
International Foray
The company has already made a name for itself in the UAE and Saudi Arabia. In fact, FirstCry Management DWC LLC—the UAE subsidiary—is benefiting from the demand for specialist childcare products in the region. FirstCry plans to invest around INR 21 crore in Saudi Arabia, which is expected to be another key market in its global expansion plan.
JM Financial Sees Growth
JM Financial thinks FirstCry is on a strong growth trajectory. They forecast 20% revenue growth from FY24 to FY29 and significant margin expansion. That’s driven by FirstCry’s in-house brands, cost-saving measures in store operations and better bargaining power with third-party brands.
Conclusion
FirstCry’s INR 73 crore investment in Globalbees is a clear sign of FirstCry’s commitment to building a business that’s diversified and scalable. It strengthens its position in the D2C ecosystem and broadens its portfolio beyond baby and children’s products. As FirstCry pushes forward with e-commerce expansion and international growth, its ability to attract capital and scale operations will be what keeps it ahead in the competitive Indian retail market.
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