Fast-fashion retailer Snitch has announced its strategic acquisition of a 100% stake in the direct-to-consumer women's apparel brand Berrylush. This significant move marks Snitch's official entry into the lucrative womenswear market, advancing its ambition to evolve from a menswear specialist into a comprehensive multi-brand fashion house. While the financial terms of the deal were not disclosed, the acquisition provides Snitch with an immediate and established presence in a rapidly growing segment.
A Strategic Move into Womenswear
Snitch's leadership clarified that expanding into women's fashion has been a long-term strategic goal, and the company deliberately chose acquisition over internal brand development. This approach allows Snitch to leverage Berrylush's established brand identity, loyal customer base, and existing market penetration. The decision underscores a calculated strategy to accelerate growth by partnering with a brand that has already proven its value and potential.
Siddharth Dungarwal, founder and CEO of Snitch, stated that the company sought a partner that had already earned customer trust. He explained that instead of starting from zero, the acquisition presented an opportunity to build upon Berrylush's strong foundation. This move is intended to scale the business effectively while preserving the unique brand positioning that Berrylush has cultivated since its inception.
Operational Synergy and Future Plans
Following the acquisition, Berrylush will continue to operate as an independent brand, retaining its name and core team, including co-founder Anusha Chandrashekar. Snitch will provide comprehensive support across its operational strengths, including technology, supply chain logistics, marketing, and omnichannel retail. This synergistic partnership is designed to enhance Berrylush's capabilities and fuel its next phase of expansion.
The collaboration will launch a new chapter for the womenswear brand, termed "BERRYLUSH 2.0". This initiative will concentrate on accelerating product innovation, enhancing the overall customer experience, and broadening its omnichannel footprint. Snitch has set an ambitious goal to transform Berrylush into a ₹1,000 Cr brand, signaling strong confidence in its future growth trajectory.
Snitch's Impressive Growth Trajectory
The acquisition is supported by Snitch's own remarkable growth since its founding in 2019. After pivoting from an offline model to e-commerce during the pandemic, the brand has successfully established a robust omnichannel presence with 115 stores across India. This balanced model, with online channels contributing 60% of revenue, provides a stable platform for integrating and scaling new ventures.
Financially, Snitch has demonstrated significant momentum, closing the 2026 fiscal year with an operating revenue of ₹900 Cr, an 80% increase from the previous year. The company is targeting revenue of approximately ₹1,400 Cr for the 2027 fiscal year. This strong financial performance and clear growth strategy position Snitch to effectively support and amplify Berrylush's market potential.
A Transparent Brand-Building Journey
In an unconventional and modern approach, Snitch plans to publicly document the journey of building "BERRYLUSH 2.0". The company intends to share regular updates on its digital platforms, offering a behind-the-scenes look at product development, branding decisions, and strategic milestones. This transparent strategy aims to foster a deeper connection with consumers by inviting them to witness the brand's evolution firsthand.
Ultimately, Snitch's acquisition of Berrylush represents a pivotal moment for both companies and the broader Indian fashion landscape. The move not only diversifies Snitch's portfolio but also injects new resources and strategic expertise into a promising womenswear brand. This partnership is poised to create a formidable force in the competitive apparel market, capitalizing on combined strengths to achieve ambitious new heights.