SNITCH acquires Berrylush to enter women’s western wear
Bengaluru-based menswear brand SNITCH has acquired women’s western-wear label Berrylush, marking its entry into women’s fashion. SNITCH founder and CEO Siddharth Dungarwal said the company will work with Berrylush co-founder Anusha Chandrashekar and her team to rebuild the brand.
What happened
Snitch · Bengaluru-based menswear brand SNITCH has acquired women’s western-wear label Berrylush, formally entering women’s fashion. Founder and CEO Siddharth
Why this matters
This is a strategically adjacent acquisition that adds women’s fashion capabilities and customer access, illustrating how a focused apparel brand can use M&A to accelerate category expansion.
What to watch
- Whether Berrylush co-founder Anusha Chandrashekar and key design/merchandising personnel remain after the transition.
- New Berrylush product launches, website refreshes, pricing changes and evidence of shorter inventory cycles.
- Customer-review trends on fit, quality and delivery, which will determine return-rate economics in womenwear.
- Marketplace ranking, social engagement and repeat-purchase signals relative to womenwear rivals.
- Evidence of shared fulfilment, loyalty programs, creator campaigns or bundled SNITCH-Berrylush promotions.
- Any disclosure of acquisition price, funding, revenue targets, offline-store plans or further category acquisitions.
- Refresh Berrylush’s assortment around high-velocity westernwear categories, fit consistency and trend-led drops.
- Integrate back-end functions including sourcing, inventory planning, fulfilment, CRM and performance marketing.
- Retain Berrylush’s creative and merchandising leadership while establishing clear brand architecture separate from SNITCH menswear.
- Use SNITCH’s online audience, marketplaces and eventual offline presence to test low-cost cross-selling and shared retail formats.
- Pursue women’s category extensions such as occasionwear, co-ords, denim, footwear or accessories once core demand stabilizes.