Snitch acquires Berrylush to enter women’s fashion

Indian D2C menswear brand Snitch has acquired women’s fashion label Berrylush in an undisclosed deal. Berrylush will retain its brand while tapping Snitch’s product, technology, supply-chain, marketing and omnichannel capabilities.

— Source publishedTue, 28 Jul, 2026, 12:23 IST·First seen Tue, 28 Jul, 2026, 12:26 IST·Source Entrackr · Newsletter

What happened

Indian D2C menswear brand Snitch acquired women’s fashion label Berrylush, entering women’s apparel. Berrylush will retain its brand while using Snitch’s

Key facts

  • $40 million Series B funding round
  • more than $53 million raised to date
  • revenue from operations rose 81%
  • Rs 900 crore FY26 revenue
  • Rs 498 crore FY25 revenue

Why this matters

This is a capability-and-category acquisition that gives Snitch an established women’s fashion platform while preserving brand equity and centralizing scalable operating infrastructure.

What to watch

  • Berrylush revenue growth, repeat-purchase rates and gross-margin trend over the next two to four quarters.
  • Evidence of shared fulfillment, common technology stack or consolidated supplier networks.
  • Launch of Berrylush shop-in-shops or women’s assortments in Snitch physical stores.
  • Changes in discount intensity, return rates and inventory markdowns for Berrylush.
  • New funding, debt facilities or additional acquisition activity by Snitch.
  • Expansion into footwear, accessories, beauty or other categories that signal a multi-brand fashion-platform strategy.
  • Integrate Berrylush into Snitch’s sourcing, inventory planning, fulfillment and customer-data systems while retaining separate creative and merchandising teams.
  • Launch coordinated marketplace, app and social-commerce campaigns aimed at household-level cross-sell rather than direct menswear-to-womenswear customer conversion.
  • Expand Berrylush into Snitch’s offline stores through shop-in-shops, shared stores or adjacent assortments before committing to standalone women’s retail locations.
  • Increase new-style cadence and test smaller inventory buys to use Snitch’s fast-fashion operating model without creating excess women’s inventory.
  • Use the combined scale to negotiate better terms with manufacturers, logistics partners, marketplaces and digital-advertising platforms.

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