Can you share more on the acquisition of Motherswork by The Parentinc? 
Having built a strong brand that is mission-focused, the goal of Motherswork has always been to expand to more stores in the region, but finding a like-minded partner who believes in what I do was like looking for a needle in a haystack.

Little did I know “the one” was right in front of me all along. Roshini Mahtani, founder & chief executive officer of The Parentinc and I have been friends for a few years now and we always kept in touch. I really respect what she has built with the Asianparent, the largest content-community-commerce online platform for parents in the region—reaching over 30 million users monthly across Southeast Asia via its website and app. Through more conversations, we realised that we were the perfect match.

We have the same target audience, that is, parents and children, we both are not afraid to dream big and our values and goals are aligned. While The Parentinc has established remarkable success online, Motherswork will play a pivotal role in expanding the company’s offline presence by opening up more Motherswork stores in key markets in the region, including Vietnam, where Mama’s Choice’s products will be distributed exclusively by Motherswork. This acquisition will enable Motherswork to expand its footprint into other countries in Southeast Asia through The Parentinc.

Can you share more on the opening of the first flagship store in Vietnam? 
With a solid foundation of 25 years in Singapore and 12 years of remarkable growth in China, I am now embarking on an exciting new chapter with the launch of Motherswork in Vietnam. My journey with Motherswork has been a testament to my passion, resilience, and deep understanding of the mother and baby retail industry across diverse markets.

As we introduce Motherswork to the Vietnamese market, I am committed to leveraging this wealth of experience to establish a luxury retail experience that caters to the discerning needs of modern families in Vietnam. Our mission is to provide parents and babies with the highest quality products, an engaging shopping experience, and the trust and reliability that Motherswork is known for globally.

Catering to a developing market like Vietnam, we will be launching a whole new store experience “A Day in Your Baby’s Life” at Motherswork’s innovative store concept, where the journey of parenting is celebrated through the eyes of your little one. From sunrise to sunset, explore a curated selection of products designed to enhance every moment, ensuring comfort, safety, and joy for your baby’s daily adventures.

How do you hope Motherswork will expand its footprint in the Southeast Asia retail landscape?
Motherswork is in the business of family, empowering women as they journey into motherhood. So true to our mission and vision, as the Curator of Information, Provider of Convenience and Service to mothers who want the very best for their children, we will continue to connect with mothers and build a regional community beyond just Singapore and China, where mothers can share their learning experiences and bond with each other.

Where do you think Motherswork stands in such a crowded market?
As a prominent player in the mother and baby industry in Asia, we differentiate from others by being a shopping experience. Motherswork is not just a store. From the beginning, Motherswork was founded on the principle that we live in a customer-centric world. Me, the mom, and me being that customer. What distinguishes Motherswork is a carefully curated selection of high-quality products. We also focus on premium and exclusive items that cater to the needs and preferences of discerning parents, as well as building and maintaining a strong brand reputation for reliability, quality and exceptional customer experience. All these factors set Motherswork apart from its competitors.

How does Motherswork strive to stay relevant in such a competitive industry?
At the core of Motherswork is the belief that society changes when people raise their babies right. We are a purpose-driven business that aims to support and empower mothers and parents in their journey of raising children. What sets us apart from other mother and baby retailers is our commitment to providing an experience, not just a store with products. We offer a special place where mothers can browse and learn about the best of the best baby products, all under one roof, so they can make informed decisions about what they need to raise their baby. We also prioritise building a community where women can come together to share their learning experiences and support each other on their journey into motherhood. 

How do you hope the industry will evolve in the next few years?
The future evolution of the baby industry is likely to be influenced by ongoing technological advancements, increasing environmental awareness, and changing social norms. As environmental concerns continue to grow, there’s hope that the baby industry will prioritise eco-friendly and sustainable practices even more than the rising costs.

With safety always being a paramount concern for parents, we can expect continued advancements in product safety standards and regulations. As technology continues to advance, personalised and customisable products and services are likely to become more prevalent allowing the integration of smart technologies in baby products. I also hope that the baby industry will continue to embrace inclusivity and diversity, offering products that represent a wide range of family structures, cultures, and needs. The hope for the baby industry is to become more responsive, ethical, and innovative, prioritising the well-being of children and the planet while supporting families through the challenges of parenting.

What is next for Motherswork? What else can we expect from the brand?
We consistently strive to reinvent ourselves and adapt to the changing needs and behaviours of young mothers. Looking out to the next three years, you can expect Motherswork to continue to journey with women beyond Singapore, China and Vietnam into Thailand, Indonesia and the Philippines.

We also launched a new brand Little Rei, offering essentials to parents. The ethos of the brand embodies a commitment to quality, sustainability, and thoughtful design, ensuring that every product aligns with the needs and values of modern parents. Little Rei focuses on creating a range of products that are not only safe and reliable for children but also environmentally friendly and aesthetically pleasing, reflecting the importance of sustainability in today’s world. The launch of Little Rei complements Motherswork’s mission to be a comprehensive resource for mothers, providing not only products but also valuable information and a supportive community. 

As Motherswork continues to expand its presence beyond Singapore and China, it leverages digital platforms and social media to foster a regional community of mothers. This online community serves as a platform for sharing experiences, offering support, and exchanging knowledge on parenting and sustainable living. By doing so, Motherswork not only strengthens its commitment to empowering mothers but also promotes a broader awareness and adoption of sustainable practices among families.

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