Berrylush will continue to operate under its existing brand identity while leveraging Snitch’s expertise across product innovation, technology, supply chain, marketing and omnichannel retail
Fashion and lifestyle brand Snitch has completed the full acquisition of Berrylush, marking its strategic entry into the women’s fashion category. The move is in line with Snitch’s attempt at expanding beyond menswear to build a multi-brand fashion business.
Through this acquisition, Berrylush will continue to operate under its existing brand identity while leveraging Snitch’s expertise across product innovation, technology, supply chain, marketing and omnichannel retail. The company said that India’s women’s apparel market continues to be one of the country’s fastest-growing fashion segments, driven by rising disposable incomes, increasing online penetration and changing consumer preferences.
“Entering women’s fashion has always been part of our long-term vision, but we never wanted to do it just for the sake of expansion. We wanted to build on something meaningful. From the moment we got to know Berrylush, we saw a brand that had already earned the love and trust of its customers and built a strong identity of its own. Instead of starting from zero, we saw an opportunity to build on that foundation together,” stated Siddharth Dungarwal, Founder and Chief Executive Officer (CEO), Snitch.
Over the coming months, the company will work closely with Anusha Chandrashekar, Co-founder of Berrylush and the existing Berrylush team to build what it calls ‘Berrylush 2.0’, a new phase focused on faster product innovation, stronger customer experience, deeper omnichannel expansion and sustainable long-term growth.
Unlike conventional acquisitions that remain behind the scenes, Snitch also plans to publicly document the brand-building journey. Through regular updates across its digital platforms, the company will offer audiences a behind-the-scenes look at how Berrylush evolves from product development and branding decisions to marketing strategies, growth milestones and learnings along the way, the official statement noted.
