Aditya Birla's TMRW ties up with 8 tech-led fashion brands

TMRW, an Aditya Birla Group's (ABG's) 'house of brands' venture, has announced partnerships with eight technology-led digital-first lifestyle labels and has picked up majority stakes in these brands for ₹289 crore.

- SHARLEEN D'SOUZA Mumbai, 28 November

TMRW has an established strong D2C portfolio across multiple large and growing sub-categories across these eight brands. The brands are women's western wear label Berrylush, casualwear brand Bewakoof, women's western wear brand Juneberry, teen's occasionwear brand Natilene, kidswear Nauti Nati, athleisure and activewear brand Nobero, denimwear brand Urbano, and fast fashion brand Veirdo, it said.

The costliest acquisition was for 200 crore as it picked up 73-80 per cent stake in Bewakoof through a combination of primary equity and debt infusion, along with secondary stake acquisition via share subscription agreement, loan agreement, and share purchase agreement respectively.