Parent-tech company The Parentinc acquires Motherswork

The acquisition places Motherswork on a quick path to a high-profile IPO.

Leading parent-tech online platform The Parentinc has acquired the Singapore-based luxury retailer Motherswork, setting a significant move in the parenting retail industry in Southeast Asia.

The acquisition has positioned Motherswork toward an initial public offering (IPO) to provide SEA parents with a seamless content, community, and commerce ecosystem.

As The Parentic has a consistent track record on its online channels, Motherswork will serve to expand the company’s offline presence with the opening of more brick-and-mortar stores, using the Motherswork brand, in markets like Vietnam, where Mama’s Choice will serve as the exclusive distributor of Motherswork.

The acquisition follows recent high-profile IPOs of mother and baby brands like First Cry and Mamaearth with a valuation of $1.2b and $3.75b, respectively, stirring the competition with The Parentic’s rise over the region.

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“Whil[st] 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. We aim to be among those successful few. We are also equally enthusiastic to bring our offering of media solutions to all of the partners at Motherswork,” Roshni Mahtani Cheung, Group CEO and Founder of The Parentinc, shared.

Since its launch in 1998, Motherswork has become a major omnichannel retailer of luxury mother, baby, and kids' products with two stores in Singapore and ten in China, along with more than 300 brands and 20 brands as its exclusive distributor.

The Parentinc's flagship brand, the Asianparent, has gained millions of users monthly over Southeast Asia through its website and app. It also found groundbreaking success on brands like Mama’s Choice and Webtretho.