Babyhug

Babyhug is an Indian baby and childrenswear brand launched in 2013 as the private label of FirstCry. It sells clothing for babies and children alongside baby essentials through FirstCry's online platform and stores.

What is Babyhug?

Babyhug is the private label clothing brand of FirstCry, the Indian baby and kids retailer operated by Brainbees Solutions Limited. FirstCry was founded in November 2010 by Supam Maheshwari and Amitava Saha and is headquartered in Pune, Maharashtra. Babyhug was introduced in 2013 as the company's own label for children's clothing.

Products and positioning

Babyhug focuses on everyday clothing for babies and young children. Under the same name, FirstCry's platforms also list baby products such as strollers, carriers, sleeping bags and pillows, which places the label across both apparel and nursery essentials. As a private label, Babyhug gives its parent company a brand of its own beside the third party brands it retails.

Distribution

The brand is sold through FirstCry's e-commerce platforms and through the retailer's physical network. FirstCry operates more than 1,000 stores, which trade under both the FirstCry and Babyhug names. Babyhug products are also offered on FirstCry's international sites, including its store for Saudi Arabia.

Why it matters

Babyhug is an example of how a digital-first retailer in India built an in-house childrenswear label and then carried it into physical retail. The combination of a private label with a large omnichannel store network gives the brand wide reach in the Indian baby and kids market.

Frequently asked questions

Who owns Babyhug?

Babyhug is the private label of FirstCry, the Pune-based baby and kids retailer operated by Brainbees Solutions Limited.

What does Babyhug sell?

Babyhug sells clothing for babies and children, and its name is also used on baby essentials such as strollers, carriers and sleeping bags.

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