Menswear-focused brand buys out women’s clothing company to diversify into a new segment via an already established asset
Fast-growing fashion retailer SNITCH has acquired Berrylush in a full buyout, thus making its first inroads in women’s clothing after dominating the men’s segment. Instead of launching a new women’s wear label, SNITCH bought an established brand that had already garnered a following and was instantly recognizable to consumers as part of its multi-brand strategy.
What Changes, What Stays
Berrylush will retain its established brand identity while benefiting from SNITCH’s competencies in product development, technology, supply chain, marketing and omnichannel retailing to scale further in the women’s fashion space. Founder and CEO Siddharth Dungarwal noted that the company had always strived to enter the women’s clothing market. Still, it had waited for the ‘right moment’ before committing to the acquisition as he did not want to ‘waste resources’. Dungarwal added that Berrylush is a ‘label that has already built its DNA and customer base’, and that SNITCH’s entry into the women’s luxury fashion space would enable it to grow significantly while still retaining its individuality.
Building “Berrylush 2.0”
Dungarwal said the goal is to create a women’s fashion brand rooted in India with the potential for global appeal, while preserving the community Berrylush has cultivated since its founding. Over the coming months, SNITCH will collaborate with Berrylush co-founder Anusha Chandrashekar and the brand’s existing team on what it’s calling “Berrylush 2.0,” with priorities including faster product innovation, improved customer experience, expanded omnichannel presence and long-term sustainable growth. SNITCH also plans to share the brand-building process publicly through its digital platforms, offering updates on product development, marketing strategy and key milestones along the way.
Wider Ambitions
The deal boosts SNITCH’s efforts to build a group of clothing labels that will appeal to different consumer segments, therefore reinforcing its status as one of India’s leading new-generation fashion designers.
