According to a report, Alia Bhatt's children's clothing line, Ed-a-Mamma, is being acquired by Reliance Brands Ltd., a subsidiary of Reliance Retail Ventures, for Rs 300–350 crore.Reliance's current children'swear business consists of the value fashion chain Trends and the India rights to Mothercare, both of which are expected to benefit from the acquisition. The online-only Ed-a-Mamma market is worth around Rs 150 crore. Bhatt is listed as a director of Eternalia in the company's Registrar of Companies documents.
According to a business insider, a deal between Reliance and Ed-a-Mamma could be signed within the next week to ten days. The transaction will offer Reliance more clout in the children'swear industry, the executive said.
Ed-a-Mamma first hit the market in 2020, and since then, the company has branched out to offer teen and maternity clothes. Myntra, Ajio, FirstCry, Amazon, and Tata CliQ are just a few of the online retailers that stock Ed-a-Mamma, and the company also has its own webstore. Lifestyle and Shoppers Stop, among others, carry it in their stores. All of the company's wares are eco-friendly and created from renewable resources.
The Reliance Group's retail arm, Reliance Brands, collaborates with designer labels like Armani Exchange, Burberry, Bally, Canali, Diesel, Gas, Hugo Boss, Hamleys, and Jimmy Choo.
In an effort to gain a larger slice of India's booming e-commerce sector, Reliance Retail has made a number of recent moves. In addition, discussions are underway to reinstate the Chinese fast fashion brand Shein in the Indian market. Reliance apparently has the go-ahead from the Indian government to reintroduce the Shein brand, which was banned in 2020 owing to border tensions with China. The terms of the agreement are supposed to be rigorous, and it's possible that Shein will have to produce its goods in India.
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