Mahindra Retail brings American brand Carter’s Inc. to India
America’s leading brand of children’s clothing, gifts and accessories to be available at BabyOye stores across India
January 20, 2016, Mumbai: Mahindra Retail, a part of the USD 16.9 billion Mahindra Group, today announced that it will be bringing Carter’s Inc. (NYSE:CRI), America’s leading brand of children’s clothing, gifts and accessories, to its chain of BabyOye stores across India.
Mahindra plans to open 40 Store-in-Stores at BabyOye outlets in 15 cities across India and online at babyoye.com beginning in January 2016.
Actor Mandira Bedi, a long time Carter’s fan, unveiled the merchandise along with her son, Vir. In addition to Zhooben Bhiwandiwala, Chairman, Mahindra Retail, Prakash Wakankar, CEO, Mahindra Retail and Kevin Corning, Executive Vice President – International, Carter’s Inc., Deanna Abdeen, Deputy Principal Officer, US Consulate was also present, highlighting the significance of a historic American brand marking its presence in India.
“We are delighted to welcome Carter’s to our stores in India. With a legacy dating back to 1865, Carter’s is one of America’s most trusted brands and this partnership is part of our strategic vision to offer young mothers the best of world-class products that encompass the entire spectrum of baby and child care needs.
Carter’s is already available online at www.babyoye.com and on our app and our customers can now also shop for the complete range in BabyOye stores across India,” said Prakash Wakankar, CEO, Mahindra Retail.
“We’re honoured to partner with Mahindra within BabyOye stores and on its ecommerce site, bringing the world’s favourite baby apparel brand to millions of families in India,” said Mike Casey, CEO, Carter’s Inc.
“With its cheerful designs and emphasis on comfort, Carter’s has always been my brand of choice when it comes to choosing apparel for my son, Vir. Till now, I could only purchase Carter’s on my trips overseas so I’m absolutely thrilled to know that BabyOye has brought them to India through their stores. Now, a whole new generation of parents can experience the brand’s proposition of trust and credibility when they shop for their little ones,” said Mandira Bedi while unveiling the Carter’s collection that will soon debut in BabyOye stores.
The brand will be present as a 250 sq. ft. Store-in-Store (SIS) format with Carter’s trademark fixtures to give Indian consumers a world class shopping experience.
This will be the first time in India that Carter’s apparel will be available in store, allowing customers to experience the merchandise before purchase.
Carter’s celebrates childhood by supporting babies, children, and families with modern, relevant designs, quality materials and construction, and convenient shopping options. Consumers can choose from a range of baby essentials, gifts and sleepwear along with easy outfit sets and fashion collections.
All of Carter’s products reflect the philosophy of childhood as a celebration, and the colourful prints and cute characters they sport are inspired by the joy and love children bring into our lives.