The fashion brand SNITCH has acquired Berrylush, a direct-to-consumer women's fashion label, to expand its presence in the Indian market [1].
This acquisition marks a strategic pivot for SNITCH as it moves beyond its established menswear roots. By integrating a women's brand, the company aims to capture a larger share of the fast-growing Indian apparel sector and diversify its customer base.
SNITCH purchased a 100% stake in Berrylush [2]. The move allows the company to build a broader portfolio of fashion brands while leveraging its existing infrastructure. The company said the acquisition will utilize SNITCH's technology, supply chain, and fashion playbook to scale the Berrylush brand [1].
Siddharth Dungarwal, the founder and CEO of SNITCH, led the expansion effort. The company intends to apply the same growth strategies that fueled its success in menswear to the women's segment. This integration is designed to streamline operations across different demographics, creating a unified approach to D2C fashion distribution [1].
Berrylush operates as a digital-first brand, which aligns with the technological capabilities SNITCH has developed. The merger is expected to create synergies in logistics and marketing, reducing the overhead typically associated with launching a new brand from scratch [2].
By absorbing an existing player rather than launching a new internal line, SNITCH gains immediate access to Berrylush's established customer loyalty and market data [1]. This approach minimizes the risk associated with entering the highly competitive women's apparel space in India.
“SNITCH purchased a 100% stake in Berrylush”
This acquisition signals a shift toward consolidation in the Indian D2C fashion space. By acquiring a 100% stake in a competitor, SNITCH is transitioning from a single-category retailer to a multi-brand fashion house. This strategy reduces the time-to-market for their women's line and allows the company to scale rapidly using an existing supply chain.
