(L-R) Motherswork Founder and CEO Sharon Wong and The Parentinc Founder and Group CEO Roshni Mahtani Cheung,
The Parentinc, a leading content, community, and commerce ecosystem for parents in Southeast Asia, has acquired Motherswork, a luxury retailer for mum, baby, and kids’ products in Singapore and China.
The terms of the deal remain undisclosed.
The acquisition will enable The Parentinc to expand its offline presence by opening up more Motherswork stores in key markets in the region, including Vietnam, where its flagship product Mama’s Choice will be distributed exclusively by Motherswork.
“This acquisition will enable Motherswork to expand its footprint into other countries in Southeast Asia through The Parentinc,” Sharon Wong, Founder and CEO of Motherswork, said.
The deal comes even as The Parentinc is preparing to launch an initial public offering and on the heels of recent high-profile IPOs from mother and baby brands, such as First Cry and Mamaearth. Mamaearth’s current IPO valuation is set at US$1.2 billion, and FirstCry, which filed for IPO in December 2023, is anticipated to set its valuation between US$3.5 billion and US$3.75 billion.
Launched in 1998, Motherswork is a premier omnichannel retailer with two stores in Singapore and ten in China. It offers customers in every stage of parenthood a curated selection of over 300 brands, including Avent, Joolz and Stokke.
Headquartered in Singapore, The Parentinc has a reach of over 30 million users. The company also owns Webtretho (a leading online community platform for women, which it acquired in 2022) and Bé Yêu (an app for parents).
The Parentinc also owns and operates the direct-to-consumer brand Mama’s Choice, which manufactures and retails safe, natural, and Halal pregnancy, nursing, baby care, and household products that are designed and tested in Singapore for families in Asia.
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In 2022, The Parentinc received an undisclosed investment from LINE Southeast Asia Corp. Its other investors are Central Retail Corporation, East Ventures, Fosun International, Global Grand Leisure, JD.com, Mirae Asset-Naver New Growth Fund, Redbadge Pacific, SCB 10X, Tigris Capital, Vertex Ventures, and WHG Holdings.
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