Applecrumby, a babycare brand and e-commerce platform in Malaysia, has raised US$4.2 million in growth investment from 500 Global.
The funding will allow Applecrumby to grow its footprint globally, expand its distribution channels, and develop new products under the PureBasics range.
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“We believe parents should have access to affordable, toxin-free babycare products, regardless of where they are based. Applecrumby has been bringing moms and dads peace of mind since 2012, and the new capital boost will allow us to broaden our impact, ensuring more families can give their child a healthier and happier start in life,” said co-founder and CEO Sean Tan.
Founded in 2012 by the husband-wife duo of Sean and Jesmine Tan, Applecrumby provides affordable, chemical-free baby care products, including skincare essentials, cleaning detergents formulated with organic-certified ingredients, and wipes.
According to the founders, the startup’s patented chlorine-free, mass-market diaper range PureBasics — made of biodegradable pulp, plant-based super soft back sheet and top sheet — ensures optimal dryness, quick absorption and efficient moisture lock-in.
Launched at the end of 2023, PureBasics was sold over 250,000 packs.
Applecrumby’s products are available in 11 countries today, including Malaysia, South Korea, Thailand, Vietnam, Singapore, the Philippines and China. Its retail partners include Shopee, Lazada, TikTok Shop, Dagee Baby, Mothercare, MedPLus Pharmacy, and Little Genius Baby.
Applecrumby plans to expand into 20 countries through regional distributors by the end of 2024. The brand will be available in nearly 2,000 retail locations in Malaysia this year.
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Jesmine Tan, co-founder and COO at Applecrumby, added: “The rising cost of living is placing a strain on families everywhere, but access to essentials to care for one’s child should not be a privilege. We believe that every parent, regardless of their budget, deserves the peace of mind and confidence that comes with using safe and effective products for their precious little ones, and PureBasics by Applecrumby embodies our core value of ‘Applecrumby For All’.”
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