500 Global injects $4.2m for Malaysian babycare firm’s global expansion

(Middle) Applecrumby co-founders Sean and Jesmine Tan / Photo credit: 500 Global

India’s babycare industry has seen rapid growth, with local player FirstCry set for a US$219 million IPO sometime this year. Players in Southeast Asia, however, face a fragmented region with a slowing birth rate.

Still, some companies in the region appear to be thriving. Singapore-based parent tech firm The Parentinc, which owns media platform TheAsianparent, is betting big on offline retail with its acquisition of Motherswork. Direct-to-consumer baby products company KeaBabies – headquartered in Singapore but focused on the US market – also hit US$58 million in revenue last year.

Now, Applecrumby, a 12-year-old babycare brand and ecommerce platform based in Malaysia, has secured a US$4.2 million growth investment from 500 Global to help it expand globally.

The company currently has a presence in 11 countries, offering its affordable line of babycare products to markets like China, Vietnam, Singapore, Thailand, and the Philippines.

Apart from offline channels, it also sells its products through online platforms like Shopee, Lazada, and TikTok Shop.

With the new capital, Applecrumby aims to expand that number to 20 by the end of the year. In its home country, the startup aims to have its products available in close to 2,000 retail locations within the same timeframe.

This may help Applecrumby fight for market share in Southeast Asia’s competitive babycare landscape. Aside from The Parentinc and KeaBabies, the region is also home to players like Edamama in the Philippines and Concung in Vietnam.

Applecrumby was founded in 2012 by husband and wife team Sean and Jesmine Tan. They launched the firm after the birth of their daughter, as they were frustrated with the lack of safe and natural baby products available in the market.

The company develops products like PureBasics diapers, which Applecrumby says is the world’s first chlorine-free mass-market diaper product.

In addition to global expansion, Applecrumby said it will use part of the new funds to create new products in the PureBasics line.

See also: FirstCry tops in India baby ecommerce, but SEA players face a fragmented region