Mahindra Retail to bring US brand Carter's to BabyOye chain

Mahindra Retail, part of the Mahindra Group, today announced that it will bring US-based children's clothing brand Carter's to its BabyOye chain of stores across the country.

The brand will be available in 40 of the 110 stores in 15 cities, as well as its online shop babyoye.Com.

"This is part of our strategic vision to offer young mothers the best quality products in the entire child and baby care needs," Prakash Wakankar, Chief Executive Officer of Mahindra Retail said here.

"We are moving more towards omni-channel, and the drive is well underway. Within the next year we will complete the transition," he added.

Carter's which owns both the Carter's and OshKosh B'gosh children's brands, is entering the country through the partnership, but could consider standalone retail, and manufacturing here going forward, Kevin Corning, Executive Vice President - International, Carter’s Inc said.

BabyOye has purchased the entire season's inventory and will retail it online and in shop-in-shops at the stores.

The Mahindra group acquired BabyOye last year and merged it with its existing Mom & Me baby care and clothing retail brand.

In September, the Rs 200-crore Mahindra Retail had decided establish a single unified brand presence in the baby clothes and accessories category.

It rebranded Mom & Me offline stores to 'BabyOye', which had a better brand recall, the company had said.