The Parentinc enters the offline retail market with Motherswork acquisition

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Parent-tech company The Parentinc has acquired luxury retailer Motherswork. With the acquisition, it positions itself on a trajectory towards an initial public offering by bolstering its commitment to building self-sustaining content, community, and a commerce ecosystem for parents in SEA.

The Parentinc is a parent-tech firm that owns a content-community-commerce online platform for parents in the region. Brands under it include theAsianparent, one of Southeast Asia’s largest content and community platform for parents. The company also owns direct to consumer brand Mama's Choice among others.

The acquisition comes on the heels of recent high-profile IPOs from mother and baby brands such as First Cry and Mamaearth, setting a precedent for The Parentinc's ascent into the ranks of these companies, it said in a statement.

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It added that while The Parentinc has established significant success online, Motherswork will play a pivotal role in expanding the company's offline presence by opening up more Motherswork stores in key markets in the region. These include Vietnam, where Mama’s Choice will be distributed exclusively by Motherswork.

“While we have done a dramatic job of capturing the hearts and minds of the online market, 70% of retail in SEA is still predominantly done through offline," said Roshni Mahtani Cheung, group CEO and founder of The Parentinc.

"That’s why we are very excited to have our own brand stores through this acquisition as it will further refine our content to community to commerce business model, which not many companies have pulled off successfully. We aim to be among those successful few," she added.

Cheung also explained that the company is equally enthusiastic about bringing its offering of media solutions to all of the partners at Motherswork,
aiming to improve the lives of mums and help them raise their children.

“Motherswork is a well-established brand for premium mother, baby, and kids’ products in Singapore and China. This acquisition will enable Motherswork to expand its footprint into the other countries in Southeast Asia through The Parentinc," added Sharon Wong, founder and CEO of Motherswork. "I certainly look forward to the combined synergies of our two organisations which will enable the group to scale to greater heights.”

Cheung told MARKETING-INTERACTIVE that with the acquisition, the management team of Motherswork will remain unchanged with Wong continuing to lead the business.

"We will collaborate with her to facilitate the growth of the business," Cheung said.

She added in a conversation with MARKETING-INTERACTIVE that the key focus is expansion.

"The opportunities and synergies of the community provide much greater opportunity for growth. This acquisition is poised to strengthen Motherswork's position as SEA’s leading luxury retailer, as majority of the financial capital it brings will be directed to the development of more Motherswork stores across the region," she said.

This means a broader availability of its premium products and an even more convenient shopping experience for customers, Cheung added.

Cheung went on to say that theAsianparent's richest resource is its community and that there are many things to learn from it.

"We want to leverage this so we can provide them with the right and relevant support in the form of content, community, and products, and to be able to cater to them on both the online and offline front. We are also equally enthusiastic to bring our offering of media solutions to all of the partners at Motherswork," she said.

The move demonstrates The Parentinc’s commitment to charting a path towards sustained growth and market leadership in the parenting landscape, and aligns with recent high-profile IPOs within the mother and baby sector.

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