Aditya Birla Group led incubator buys majority stake in 8 lifestyle brands

With these eight brands on board, TMRW has achieved a revenue run-rate of over Rs 700 crore and is on a path to cross an annual revenue rate of Rs 1,500 crore in the next 12 months

TMRW, an Aditya Birla Group’s (ABG’s) ‘house of brands’ venture, has announced partnerships with eight technology-led digital-first lifestyle labels and has picked up majority stakes in these brands for a total of Rs 289 crore. 

TMRW has an established strong D2C portfolio across multiple large and growing sub-categories across these eight brands. The brands are women’s westernwear label Berrylush, casualwear brand Bewakoof, women’s westernwear brand Juneberry, teen’s occasionwear brand Natilene, kidswear Nauti Nati, athleisure and activewear brand Nobero, denimwear brand Urbano, and fast fashion brand Veirdo, it said.

The costliest acquisition was for Rs 200 crore as it picked up