AllThingsBaby opens first shop-in-shop in Mumbai in partnership with Mothercare India

By

Isabelle Crossley

Published
May 3, 2023

Mother and baby brand AllThingsBaby has opened its first ever shop-in-shop to bring its products to shoppers offline and increase brand awareness. The retail space opened inside the Mothercare India store in Mumbai’s Palladium Mall.

“From online to offline, we’ve made browsing through our plethora of iconic global brands easier for parents to shop to their heart’s content,” said AllThingsBaby’a co-founder Tejal Bajla, Indian Retailer Bureau reported. “We believe that it is very important for brands to provide customers with a convenient and personalised shopping experience, and that is the key to brand loyalty and customer delight. We are also planning to broaden our presence at Mothercare locations across other cities too in our endeavour to get closer to our consumers.”
 
The brand made the decision to pursue an omni-channel retail strategy following customer feedback and aims to enable shoppers to try out products before buying them. The shop-in-shop has AllThingsBaby’s ‘Baby Crew’ staff on hand to explain products and advise customers. 

As a multi-brand retailer, AllThingsBaby’s new shop-in-shop features both Indian and international brands including Stokke, Beaba, Ergobaby, and BabyZen among others. The Mumbai launch will be followed by similar retail touch-points across India. 
 
AllThingsBaby retails a range of clothing, accessories, personal care items, and accessories for babies and young infants. The business also retails a range of maternity wear for expecting mothers, according to its website.