AB Lifestyle Brands appoints new CEO to lead 'Emerging Business’ push
09 December 2025, Mumbai
Aditya Birla Lifestyle Brands (ABLBL) has strategically appointed Jacob John as the CEO of its newly created Emerging Business division. This move follows the recent vertical demerger of the lifestyle brands division from its parent company, Aditya Birla Fashion and Retail (ABFRL), signaling a sharp focus on scaling high-growth categories.
John's primary mandate is to accelerate the growth of ABLBL's newer and premium lifestyle offerings, which include Van Heusen Innerwear, the sportswear brand Reebok, and the youth denim brand American Eagle. This shift is crucial for ABLBL, as it aims to move beyond its stable, formal wear portfolio - which features legacy power brands like Louis Philippe, Van Heusen, Allen Solly, and Peter England (all generating over Rs 1,000 crore in annual sales)—to capture high-velocity segments of the Indian apparel market.
The company is already seeing success in these emerging categories; for instance, Reebok's revenue has doubled since its acquisition. ABLBL plans to significantly invest in this growth, with a target of adding 250 stores (net) annually across its formats, heavily backed by a planned Rs 300 crore annual investment in retail network expansion and technology.
Having reported a revenue of Rs 7,830 crore in FY25 and operating over 3,250 stores, ABLBL is targeting a double-digit revenue CAGR and a three-fold jump in profitability in the medium term. John's extensive experience, including his previous role as President of Premium Brands at ABFRL and leadership in the innerwear/athleisure space, is viewed as essential for transitioning these emerging brands into major profit drivers. The overall strategy is to leverage the company's asset-light, franchisee-led model and digital presence (online sales accounted for 12 per cent of total sales in FY24) to maintain momentum against competitive market pressures.
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