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TMRW, a subsidiary of Aditya Birla Fashion, buys 8 direct-to-consumer companies, including Bewakoof.

Published: November 29, 2022

Aditya Birla Fashion and Retail Ltd. (ABRFL), known for bringing together various brands under one roof, recently closed a deal for controlling stakes in eight different D2C brands through its subsidiary TMRW. These brands include Berrylush, Bewakoof, Natilene, Juneberry, Nauti Nati, Nobero, Urbano, and Veirdo.

Talking about the numbers, the deal for eight digital-first brands was closed for around Rs. 289 crores. with the largest buyout for a 70-80% stake in Bewakoof for 200 crores. These brands were acquired under the name TMRW, which was set up earlier this year in line with the group’s strategy to build a portfolio of new-age, digital brands across categories in fashion, beauty, and other lifestyle segments through organic and inorganic routes.

“By tapping into ABFRL’s fashion capabilities and category expertise, TMRW is on the path to replicating the success of the digital-first space by building the next generation of memorable brands that will drive India’s e-commerce growth,” Ashish Dikshit, managing director, ABFRL, said in a statement.

He also stated that the partnerships are poised to catapult the venture on a path to a Rs 1,500 crore annual revenue run rate over the next 12 months.

To look into the brands, each has its own unique customer appeal, like women’s western wear labels. Berrylush, casual wear brand Bewakoof, women’s casual and western wear brand Juneberry, a teen’s occasion wear brand Natilene, kid’s wear label Nauti Nati, athleisure and active wear under the brand Nobero, casual and denim wear brand Urbano, and casual and fast fashion label Veirdo. 


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