Daily Newsletter

08 September 2023

Daily Newsletter

08 September 2023

Reliance Retail signs JV with Ed-a-Mamma brand for 51% stake

The acquisition will enable Ed-a-Mamma to expand into new categories like personal care and baby furniture.

Jangoulun Singsit September 07 2023

India-based Reliance Retail Ventures Ltd (RRVL) has entered an agreement to acquire Ed-a-Mamma, a children's and maternity-wear clothing brand.

In a media release posted on Reliance Industries’ Facebook page, RRVL signed a joint venture with the brand to acquire a 51% majority stake.

The acquisition will enable the brand to expand into new categories such as personal care and baby furniture.

It will also provide Ed-a-Mamma with access to Reliance’s supply chain, retail and marketing network.

Ed-a-Mamma, which was founded in 2020 by actor Alia Bhatt, operated as an online brand but eventually ventured into the offline channel in department stores.

It initially started as an apparel brand and expanded into maternity wear, followed last year with a line for infants and toddlers.

Financial terms of the transaction have not been disclosed, but the brand is said to be worth more than Rs1.5bn ($18.03m), according to media reports.

RRVL director Isha Ambani said: “At Reliance, we have always admired brands that lead with a strong purpose and embody a unique design ethos exemplified perfectly by Ed-a-Mamma and its founder Alia Bhatt.

“With sustainability as its core proposition the brand has garnered acclaim for its meticulous attention to detail, using ethically sourced materials and eco-conscious production processes. This aligns seamlessly with Reliance Brands’ vision of fostering a more responsible future for the fashion industry."

The acquisition comes after Qatar Investment Authority invested Rs82.78bn into RRVL last month.

In May, RRVL completed the acquisition of the Indian business of Germany-based multinational food wholesaler Metro in a deal valued at €300m ($327.19m).

COVID-19 drove rapid digitalization within the retail and apparel sector

As ecommerce experienced booming growth during the COVID-19 pandemic, retailers accelerated their digitalization strategies to keep up with demand. The cloud has become an important model for delivering and maintaining enterprise IT resources. Many retailers have developed in-house cloud divisions that will allow them to better exploit the cloud’s capabilities. However, for those players that do not have the necessary skills in-house, the cloud can pose some significant challenges.

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