New Delhi: Firstcry.com, an online and offline baby products store, has expanded its offerings with an exclusive tie-up with Fisher Price for its feeding and nursing range. This is a step towards giving evolving customers more variety and the best for children, said an official.

Fisher Price, one of the world’s leading manufacturer of baby gear and pre-school toys, has launched a range of 28 products in the feeding and nursing category. The products include feeding bottles, spoons, feeders, nipples and cleaning accessories.

“We conducted a survey and close to half the parents wanted Fisher Price to come in with a feeding and nursing range. This is before the launch of the range and only further validates the acceptance of the range,” Supam Maheshwari, CEO and founder, Firstcry.com, told.

“When international brands like Fisher Price come in, they enhance choice for customers. It is strategically important that we offer the best variety and this is an important step in that direction,” he added.

The new range is affordably priced at a starting tag of Rs.135, and with Firstcry.com’s delivery services available pan-India, customers from over 400 cities will be able to order from the platform.

“Reach is one of the key advantages we bring to a lot of baby and kids brands. A lot of brands do not have the distribution reach and we solve this problem for them,” said Maheshwari.

The response is thus quite encouraging and “very good” from tier-II and tier-III cities.

“The main problem we are solving is the availability of quality and variety of baby and kids products in India. This problem is more acute in tier-II and tier-III towns, and therefore we get a lot of demand from there,” he added.

Recently, Firstcry.com announced that it has now got 100 franchisees on board across tier-I, tier-II and tier-III towns for their offline operations. The 100 stores expand the retailer’s presence to 82 cities.

For their online customers, they have special programs to help customers choose better. An example is the ‘Try & Buy’ ’eature which allows users to try clothes and shoes at home and buy if the size fits.

“The online medium also allows users to check out reviews and ratings of products from fellow parents, which helps with the decision making,” he said.