Saint Bella Closes Hundreds of Millions of Yuan in Series C Strategic Financing, Building a Global Leading Family Care Brand

Recently, Saint Bella and its parent company Becom International announced the completion of their Series C-3 funding round, with strategic investment from C Capital, Swire Properties' innovation fund, Shenqi Capital, and Mirae Asset. This marks the completion of three tranches of Series C strategic financing for Saint Bella, with participation from Tencent, China Life, and the current round's investors. Gaorong Ventures first invested in the company's Pre-A round in early 2018 and has continued to increase its stake in subsequent rounds.

Becom International founder Xiang Hua stated: "This funding round will help Saint Bella and Becom International foster and empower deeper collaboration across the industry value chain, comprehensively implement national strategies for people's livelihood and Healthy China, and jointly build a globally leading health care ecosystem."

From Maternal and Infant Care to Broader Consumption Scenarios for China's New-Generation Families

Founded in 2017, Becom International started with its luxury maternal and infant care brand Saint Bella (SAINT BELLA) and premium brand Baby BELLA (Baby BELLA). Through a rich service product matrix, Becom International has captured the top of the pyramid consumer demographic, establishing itself as a lifestyle brand focused on high-end services. Leveraging its distinctive brand image, professional services and training, fully digital service and intelligent management systems, and mature supply chain foundation, the company has achieved two-way expansion of both business operations and brand reach.

Currently, Becom International has successfully extended its business footprint from maternal and infant care to broader consumption service scenarios for China's new-generation families. Its portfolio includes the at-home care brand "Yujia," the women's pregnancy and daily nourishment brand "Guanghetang," the postpartum recovery brand "S Treatment Beauty," and a forward-looking entry into elderly care services. This has created a business model that starts with early postpartum care as an entry point, mines customer lifetime value, and expands across the full care industry chain.

Saint Bella and Baby BELLA have opened nearly 50 stores nationwide, ranking first in market share across multiple first-tier cities. In its home base of Hangzhou, the company holds nearly 30% market share, making it one of the few brands in the industry that can achieve profitability in cross-regional operations through a fully company-owned model. The flagship Saint Bella brand employs a "fully company-owned + global luxury hotel partnership" light-asset operating model, combining artistic and professional empowerment to meet the consumption demands of high-net-worth individuals while maximizing operational efficiency to deliver the ultimate user experience. This approach has also helped raise awareness among contemporary women of childbearing age about healthy lifestyle choices.

As a traffic gateway for China's new-generation upper-middle-class families, Saint Bella and Baby BELLA have attracted a large number of highly educated female users in domestic first- and second-tier cities. From its inception, Saint Bella established a commitment to premium product and service quality, closely aligning with younger consumers' emerging preferences for self-indulgence, experiential consumption, and a lifestyle with taste and attitude. This has built a substantial base of brand loyalists. Even during the pandemic, the business maintained rapid growth. Supported by ample cash flow, the company actively pursued acquisitions of postpartum care centers in first- and second-tier cities as a store expansion strategy, further deepening its penetration in core domestic markets.

In early 2022, the company completed the acquisition of the retail brand "Guanghetang," a women's health and wellness brand with a 20-year history. Based on proprietary theoretical research on women's health, Guanghetang pioneered a four-stage postpartum recovery system and stands as an industry leader and quality benchmark for Chinese confinement meals. After joining Becom International, Guanghetang began deploying high-quality pre-packaged products in 2022, developing product formats, flavors, packaging designs, and online sales channels better suited to new-generation users. Within six months of launch, new products became the category leader on Tmall for confinement nutrition. Annual Tmall purchasers exceeded 20,000, with a net promoter score of 95 and year-over-year GMV growth exceeding 300%.

In 2023, Guanghetang expanded its product categories to cover pregnancy, postpartum, miscarriage recovery, breastfeeding, and daily wellness nourishment, increasing customer lifetime value while developing channels on JD.com, Douyin, and private traffic. E-commerce GMV in Q1 2023 grew more than 700% year-over-year. Going forward, Guanghetang will continue investing in R&D to develop more consumer-favorite products, provide more comprehensive health and wellness solutions, and strive to become China's leading women's health and wellness brand.

Strengthening Intelligent Platform Capabilities to Deliver Personalized Care Experiences

As an innovator in the maternal and infant care industry, Becom International built the industry's first proprietary SaaS management system, featuring standardized, precise, and systematic digital operations capabilities ranging from store management to intelligent logistics allocation. This makes极致 service standardization possible, addressing a long-standing pain point in the industry.

For future smart care scenarios, Becom International plans to use offline service touchpoints to connect with IoT, enabling tight integration between offline service delivery and online middle-office operations. Simultaneously, based on IoT terminal data collection and middle-office algorithm model training, the company will leverage big data computing capabilities to refine service standards, thereby achieving personalized intelligent services that better understand, connect with, and serve users — bringing new possibilities to traditional maternity care through technology.

To date, Becom International is one of the few companies in China with intelligent platform capabilities for care services. Going forward, Becom's professional care model and digital intelligent operations will continue to drive dual-engine growth across the full family care industry chain, comprehensively empowering major family care scenarios from pregnancy through elderly care.

This funding round attracted industry players with rich resources across the value chain for Becom International, including core commercial districts, property and hotel resources, talent supply chains, and leading institutions with deep presence in Southeast Asia and overseas markets. Going forward, Becom International will integrate upstream and downstream resources to provide exclusive brand partnerships and value-added services for high-net-worth users within its ecosystem, further extending customer stickiness, and jointly building a globally leading health care ecosystem.