SNITCH has announced the acquisition of women’s fashion label Berrylush to expand its market presence. Founder Siddharth Dungarwal confirmed the move, opting to purchase an existing brand rather than building a new line from scratch.
Strategic Rationale for Acquisition
The decision stems from the complexities of the women’s fashion sector, which involves intricate sizing, faster trend cycles, and higher return rates. By acquiring Berrylush, SNITCH gains immediate access to an established supply chain, customer base, and market trust.
Berrylush reported ₹44.23 crore in revenue for FY25, marking a decline from its peak of ₹49.54 crore in FY24. The brand, which faced two consecutive years of losses, provides a cost-effective entry point for the menswear company to pivot into a new category.
Operational Integration and Future Plans
SNITCH intends to collaborate with the existing Berrylush team to relaunch the brand as Berrylush 2.0. The company plans to maintain the label’s identity while applying its own fast fashion expertise developed over six years.
The transition will be documented publicly on Instagram, offering transparency regarding product and strategy shifts. While SNITCH reported ₹505.8 crore in FY25 revenue, the specific commercial terms and size of the Berrylush deal remain undisclosed.
