GlobalBees, FirstCry’s roll-up arm for its children’s lifestyle marketplace, has agreed to buy an additional 14.91% stake in Dynamic IT Solution. This increases GlobalBees’ total stake in the firm from 75% to 89.91%.
According to regulatory filings, the all-cash deal is worth INR 1.5 crore. This transaction is happening as more D2C brands in India are consolidating. The acquisition shows GlobalBees’ desire to grow its presence in areas beyond just kids’ products, like sports equipment and fitness gear.
Dynamic IT Solution, which was founded in 2002, operates under the name Strauss in the sports gear market. It reported a turnover of INR 11.92 crore in FY25, which is down from INR 27.4 crore in FY24.
By increasing its stake to nearly 90%, GlobalBees gains more control over Strauss’s business plans and can better integrate it with its current D2C brand portfolio. GlobalBees previously acquired 75%, and this additional stake is part of a larger consolidation plan.
This is a key move in the Indian D2C market. GlobalBees works as a brand roll-up, bringing multiple D2C brands under one umbrella—a trend that’s becoming more common in India. This deal is another step in GlobalBees’ D2C expansion, using its acquisition strategy to streamline operations, expand distribution, and create brand synergies.
Dynamic IT’s focus on sports and fitness gear fits with GlobalBees’ plan to build a diverse D2C brand portfolio. While Dynamic IT’s turnover may seem small, the acquisition provides GlobalBees with brand rights, a distribution network, and expansion into lifestyle and fitness gear. This aligns with current D2C market trends in India.
The timing of this acquisition is interesting, given what’s happening with D2C brands worldwide. As Indian consumers shop more online and use multiple channels, D2C brands are feeling the pressure to grow, consolidate, and diversify. GlobalBees’ investment shows that there’s capital and investor confidence in the Indian D2C space.
With almost 90% ownership of Dynamic IT, GlobalBees has more flexibility in making decisions about product launches, supply chains, marketing, and collaborations between brands. This control should speed up time to market, improve the D2C supply chain, and cut down on operational redundancies.
For D2C brand stakeholders and founders in India, this acquisition shows how important it is to consolidate and form strategic alliances within the D2C market. As smaller brands grow and look for investors or integration, GlobalBees’ move could signal more M&A activity among D2C startups aiming for profitable growth or exits.
Overall, GlobalBees’ acquisition indicates that the roll-up approach is gaining ground in the Indian D2C market. With control of Dynamic IT and access to the Strauss brand, GlobalBees is now in a better position to launch products faster, expand distribution, and integrate sports and fitness gear into its D2C portfolio. As the Indian D2C market develops, acquisitions like this could pave the path for future D2C unicorns, IPOs, or brand exits in the secto
