In a first major foray beyond menswear, the deal cements SNITCH’s path to becoming a multi-category fashion power
With the acquisition of Berrylush, one of India’s most recognised names in women’s fast-fashion, SNITCH has made its official entry into the women’s segment. It is a clear signal of the company’s intent to grow from a men’s label into a full-fledged lifestyle fashion house and represents the first time it has put such weight behind an expansion outside of its core menswear operation.
To those watching the industry, as well as founders and the brand’s shoppers, this is an important development in the Indian fast-fashion scene. Instead of the long process of putting together a new women’s label from scratch, SNITCH has taken a more direct and strategic approach by joining forces with a brand that has market recognition and the trust of its customers.
The Case for Berrylush
There is no shortcut to launching a fashion brand; it takes years to win over an audience and perfect your product lines. SNITCH has opted to bypass that by acquiring an established womenswear business with the expertise to show for it.
Berrylush comes with a loyal following, a portfolio that works, and an intimate understanding of women’s sizing and fit. There is also a solid foothold in what is a highly competitive market here in India. For SNITCH, this means less risk and far less time spent on the ground floor when entering a new category. It is a way to scale the business from the outset while keeping an eye on long-term potential.
What to Expect from Berrylush
Under the new arrangement, Berrylush will not be losing its character. The brand will remain independent in terms of its design ethos and leadership so that customers are not left without the experience they are used to. At the same time, they will have the benefit of SNITCH’s operational heft.
SNITCH intends to put its know-how in technology, supply chain, marketing and omnichannel retail at Berrylush’s disposal. Co-founder Anusha Chandrashekar and her people will be working in close concert with SNITCH to roll out “Berrylush 2.0”. Think of it as the next iteration of the brand, with a focus on quicker innovation and a more robust online and offline presence.
From Menswear to a Lifestyle Brand
In many ways, the purchase is a logical next step for SNITCH. The company has made a name for itself in menswear with a direct-to-consumer model and an ability to get trend-led products to market in short order. Those are capabilities that can be put to good use in one of the country’s fastest-growing apparel categories.
Women’s fashion is simply a bigger market than menswear, which makes it an appealing prospect for any brand with plans to scale. Siddharth Dungarwal, founder and CEO, has been clear about his vision: to turn Berrylush into a ₹1,000 crore brand without compromising on what makes it distinct.
A Changing Landscape
This kind of deal is part of a wider pattern in India’s fashion ecosystem. D2C brands are finding that acquisitions are a preferable way to move into new territory than building up from zero. It is a faster route to growth and a means of tapping into customer loyalty that is already there.
As the field becomes more crowded, the smart money is on becoming a multi-category lifestyle concern rather than sticking to one lane. With Berrylush in its portfolio, SNITCH is all set for its next chapter, looking to build a more diversified business on the back of the success it has had with men’s wear.
