Bengaluru: Fast-fashion brand Snitch has acquired women’s apparel brand Berrylush, marking its entry into the women’s fashion market as it looks to transform itself from a menswear-focused retailer into a multi-brand fashion house.
While the companies did not disclose the financial details of the transaction, Snitch said it opted to acquire an established women’s fashion label rather than build a new brand from scratch.
Following the acquisition, Berrylush will continue to operate as an independent brand while leveraging Snitch’s capabilities across product development, technology, supply chain, marketing and omnichannel retail.
The move comes as India’s women’s apparel market continues to outpace several other fashion categories, fuelled by rising disposable incomes, growing online shopping and evolving consumer preferences. Snitch said the acquisition will allow it to tap into the fast-growing segment while accelerating its long-term ambition of building a leading homegrown fashion house.
“Entering women’s fashion has always been part of our long-term vision, but we never wanted to do it just for the sake of expansion,” said Siddharth Dungarwal, founder and CEO of Snitch.
“From the moment we got to know Berrylush, we saw a brand that had already earned the love and trust of its customers and built a strong identity of its own. Instead of starting from zero, we saw an opportunity to build on that foundation together,” he said.
Snitch said it will work with Berrylush co-founder Anusha Chandrashekar and the existing team to develop what it calls “BERRYLUSH 2.0″—the next phase of the brand focused on faster product innovation, enhancing customer experience, expanding its omnichannel presence and driving long-term growth.
In an unconventional approach to post-acquisition integration, the company also plans to publicly document the brand-building journey through regular updates on its digital platforms, offering consumers a behind-the-scenes look at product development, branding decisions, marketing strategies and growth milestones.
The acquisition strengthens Snitch’s broader strategy of building a portfolio of fashion brands catering to different consumer segments as competition intensifies among India’s digital-first fashion retailers.
