Mumbai: D2C fashion and lifestyle brand The Souled Store has acquired Redwolf, a fellow player in the pop culture merchandise space, in a move aimed at consolidating its position in the fandom-driven apparel and accessories market, according to a media release.
Redwolf’s founding team—Ameya Thakur, Rahul Jaisheel, and Vivek Malhotra—will join The Souled Store post-acquisition. The founders are expected to bring strategic and creative value to the combined entity as it looks to scale offerings across licensed merchandise categories.
“This was a logical next step in our journey. We’re excited to tap into The Souled Store’s scale to expand Redwolf’s reach,” said Vivek Malhotra, Co-founder, Redwolf.
The acquisition will allow The Souled Store to expand its portfolio across movie, television, music, and gaming-based merchandise. It also reflects the increasing consolidation in India’s niche lifestyle D2C segments, as brands look to widen reach and operational capabilities.
Founded in 2013, The Souled Store has built its brand around fandom-based fashion, with licensed collections from properties like Marvel, DC, and popular Indian IPs. Redwolf, known for its design-focused approach and indie appeal, has similarly carved out a loyal audience among pop culture enthusiasts.
