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Personal Care E-Commerce Website Goodlife Shut Down?

GoodLifeGoodLife.com, an e-commerce site that was launched by FirstCry.com and focused on personal care products seems to have shut down. Towards the end of last month, it had stopped taking orders and now the site has gone blank.

FirstCry had launched GoodLife, to sell products across categories such as makeup, fragrances, skincare, bath & body, hair care, men’s range, natural & organic and health & nutrition. Interestingly, it has tried to integrate the two sites by offering a tab that links to the other site, and a common shopping cart, to drive usage among existing customers. It had even launched a subscription service on products in categories such as health & fitness and beauty & personal care earlier this year.

FirstCry focuses on babycare and kids products and had raised $14 million in a Series B funding round led by IDG Ventures, with equal participation from existing investor, SAIF Partners. The company had said it intends to use the funding in marketing, expanding product selection, adding new categories and brands, setting up new warehouses and for recruiting employees for expanding supply chain and improving customer experience. The company had raised $4 million in April 2011 from SAIF Partners.

More shut downs: 2013 has been a tough year for e-commerce players in the country. These dedicated personal care products sites are also competing against bigger e-commerce players such as Flipkart and Amazon, that have entered this vertical. Earlier this year, online fashion and beauty retailer Urban Touch, which was acquired by FashionAndYou.com last August for a reported $30 million, had also shut shop.

Focusing on baby care

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With this move, FirstCry might be looking to concentrate exclusively on the baby care market . Lapis Marketing had earlier shut down HushBabies.com and was planning to concentrate on Babybox.in, which it acquired from Snapdeal’s owner Jasper last year. BabyBox is an online parenting site which aims to provide expert advice to potential and expecting parents on pregnancy and baby care, but also operated an offline advertising and sampling program for baby products. However, the website is still password protected at the time of writing this article.

Hushbabies co-founder and business head Praveena Dhinakar had attributed this shutdown to Hushbabies’ sluggish growth and its inability to raise further capital. Last year, Hushbabies had acquired MangoStreet.com, another eStore for kids’ products and shut it down post-acquisition.

Earlier this year, Babyoye.com had acquired Bangalore-based Hoopos in an all stock deal and that the merged entity had raised $12 million (Rs 64.8 crore) in funding from Helion Venture Partners, Accel Partners and Tiger Global.

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