Online baby products portal Firstcry's offline store count has touch the 100-mark. It now has an offline presence in 82 cities and towns.
In May the company had 70 stores, all through the franchise format. The brand pursues what is known as the 'kiosk innovation model', where buyers can browse through the inventory and order online as a part of its omni-channel strategy to tap small towns.
"With 100 stores, we believe in creating a seamless experience, offering purchasing flexibility for parents through the mobile, web and offline store formats," said Supam Maheshwari, founder and chief executive of Firstcry. The company plans to expand its offline reach to 400 stores by end of 2017.
Firstcry has an inventory of more than 70,000 items in baby and kid's products sourced from over 600 national and international brands. Since its inception in 2010, Firstcry.com has raised Rs 204 crores so far, from investors like Singapore's Vertex Venture Holdings and venture capital investors SAIF Partners and IDG Ventures.
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