India, March 26 -- Omnichannel kidswear brand FirstCry will invest INR 146 Cr (about $17 Mn) in its ecommerce roll up business Globalbees Brands Private Limited.

The investment will be made by way of subscription to preference shares of Globalbees in one or more tranches over the next 12 months, FirstCry's parent Brainbees said in an exchange filing.

Globalbees, the house of brands subsidiary of FirstCry, operates as a brand aggregator, acquiring, managing and scaling a portfolio of D2C brands across categories such as personal care, home care, fashion and lifestyle.

It competes with the likes of Mensa Brands, Upscalio, Evenflow among others in the wider house of brands category, as well as vertical-specific players as well such as 10C...