Bengaluru: Baby products retailer FirstCry has received $10 million in funds, taking its fourth round of fundraising to a total of $36 million, as the store chain (online and offline) seeks to establish a dominant position in the children’s products market in the country.

Brainbees Solutions Pvt. Ltd, which runs FirstCry, said the Series D financing round was led by venture capital firm New Enterprise Associates (NEA) and San Francisco-based Valiant Capital. The $10 million is in addition to $26 million the firm got in February from Valiant Capital, IDG Ventures India, Ventex Venture Holdings and SAIF Partners.

“FirstCry has rapidly expanded its online dominance to achieve the leadership position in the multi-channel baby and kids market in India," Brainbees chief executive officer Supam Maheshwari said. “We plan to use the funds to focus on expanding our leadership across all channels (online, mobile and offline), as well as investing in the growth of our private label business."

Including the latest round, FirstCry, started by Maheshwari and Amitava Saha in 2010, has raised nearly $70 million. Unlike many retailers in India, FirstCry’s business isn’t mostly dependent only on either e-commerce or offline stores. It generates sales from a mix of e-commerce and physical stores, which are run by franchisees.

FirstCry and rival Mom & Me, which is run by Mahindra Retail Pvt. Ltd, are among the larger survivors in kidswear retail. Though kidswear is a large business—more than $12 billion in India, according to some analysts—many retailers, such as Lilliput Kidswear and Gini and Jony, have had to shut most of their stores over the past few years after raking up huge losses.

Mom & Me, too, shut nearly one-fourth of its stores last month as it shifted to the franchisee and omni-channel (offline and online) model first adopted by FirstCry.

With the fresh funds, FirstCry will boost its private label business, BabyHug, by adding new product categories. The company expects the private label to generate more than 35% of revenue by the end of the current financial year from 25% currently, Maheshwari said. FirstCry, which has more than 100 offline stores, also plans to add another 100 this year, he said.

One of FirstCry’s new investors, NEA, had previously backed US-based children’s products retailer Diapers.com, which was bought in 2010 by the world’s largest online retailer, Amazon.com Inc. “With our prior experience of investing at Diapers.com in the US, we could see a lot of similarities in building a successful model. We believe that Brainbees has the potential to strengthen its domination of the baby and kids products market in India," said Ben Mathias, partner and executive director, New Enterprise Associates India Pvt. Ltd.

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