TMRW invests in D2C lifestyle brands

 29 November 2022, Mumbai

TMRW, a unit belonging to Aditya Birla Fashion Retail, is investing in a series of lifestyle brands.

These span casual wear, children’s wear and western wear. TMRW was launched in 2022 in line with Aditya Birla’s strategy to launch and back new-age digital ventures, brands that are born online and draw a large part of their sales via the internet.

The D2C brands include women’s western wear label Berrylush, casual wear brand Bewakoof and women’s casual and western wear brand Juneberry. TMRW has also invested in teen’s occasion wear brand Natilene, children’s wear label NautiNati, athleisure and active wear brand under Nobero, casual and denim wear brand Urbano and casual wear and fast fashion label Veirdo.

TMRW’s vision is to partner with new-age founders by bringing in strategic, operational and technological capabilities in addition to growth capital. With synergistic investments that will power multiple brands, TMRW aims at enabling scaling and brand building. Aditya Birla Fashion and Retail has a distinctive heritage of building marquee fashion and lifestyle brands. By tapping into Aditya Birla’s fashion capabilities and category expertise, TMRW is on the path to replicate the success in the digital first space by building the next generation of memorable brands that will drive India’s e-commerce growth.

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