FirstCry’s Pine Kids launches first exclusive brand outlet in Kanpur

FirstCry’s children’s clothing brand Pine Kids has opened its first exclusive brand outlet in Kanpur’s Z Square Mall. The launch marks the brand’s brick-and-mortar debut in India and the store retails its range of children’s western and ethnic wear. 

“Elated to announce the opening of the first EBO (pan-India) of Pine Kids from the house of FirstCry.com (BrainBees Solutions Pvt. Ltd.),” wrote Z Square Mall’s head of leasing Shashank Tripathi on Linkedin, sharing photos of the new store. “Discover the unmatchable kids’ fashion and an unforgettable shopping experience.”
 
The store opened its doors to the public with a glass façade, digital display, and bright, spacious interior. The store has segments for ethnic wear, boys and girls western casual wear, inner wear, and accessories. Along with a wide range of graphic t-shirts, the store also carries a broad selection of athleisure and active wear, Pine Kinds shared on Facebook.  

Pine Kids is run by multi-category baby and child retailer FirstCry which retails over 2,000 Indian and international brands including Ed-a-Mamma, Adidas Kids, Global Desi, Puma, and Tommy Hilfiger among others. The business was founded by Supam Maheshwari and Amitava Saha online in 2010 and opened its first brick-and-mortar store in Pune in 2011. The business is owned by BrainBees Solutions Private Limited.