Reliance Brands, a subsidiary of Reliance Retail, is reportedly in discussions to acquire Ed-a-Mamma. Ed-a-Mamma is a children’s wear brand founded by Bollywood actress Alia Bhatt. The acquisition deal is in its final stages and an agreement is expected within the next 10 days.
Established in 2020, Ed-a-Mamma specializes in clothing for boys and girls aged 2-14 years. They sell their products through various platforms, including their own website, Myntra, AJIO, Amazon, Flipkart, and others.
Reliance Brands, renowned for its fashion and lifestyle retail presence, has a portfolio of over 70 brands. Some notable brands in their portfolio include Armani Exchange, Burberry, Diesel, Gas, and Jimmy Choo. Acquiring Ed-a-Mamma would further strengthen their position in the children’s wear segment and meet the growing demand for sustainable clothing in India.
The estimated value of the deal is around Rs 300-350 crore. This would be Reliance Brands’ second significant acquisition, following their purchase of the British footwear brand Charles & Keith in 2022.
The acquisition of Ed-a-Mamma exemplifies Reliance Brands’ ambitious expansion plans in the fashion and lifestyle retail industry. The company aims to solidify its presence in the Indian market by acquiring additional brands in the coming months.
