Mumbai: Toniq Retail Brands, a multi-brand fashion accessories company, has acquired Ayesha Accessories, a brand known for its on-trend and affordable fashion accessories. This acquisition strengthens Toniq Retail Brands portfolio to seven distinct brands and expands its retail footprint to 140 store-in-store (SIS) formats in Lifestyle and Shoppers Stop outlets. It also enhances its digital presence on major e-commerce platforms like Myntra, Nykaa Fashion, and Tata Cliq.
Founded in 2010 with the vision to democratise fashion accessories, making them available and accessible for young people everywhere, Toniq Retail Brands is uniquely one of the few fast fashion accessories companies with a robust distribution network spanning both offline and online channels. The acquisition of Ayesha Accessories aligns with Toniq Retail Brands strategy to scale up its distribution, extend Ayesha’s core signature design to a broader audience, and establish it as a full-range accessories label catering to the Gen Z and Gen Alpha demographics.
Toniq Retail Brands CEO and founder Sonali Bulchandani shared her thoughts on this milestone, stating, “Acquiring Ayesha Accessories is an important step for us and a moment of pride for my team and me. This acquisition perfectly aligns with our growth strategy, allowing us to reach a wider audience with contemporary, high-quality fashion jewelry. Ayesha has always been a fun, playful brand with a strong identity and loyal customers. Our aim is to extend the brands core signature design to a much larger landscape by becoming a full-range accessories label, offering premium fashion jewelry with contemporary design and functionality at the core of the customer experience for young Gen Z and Gen Alpha audiences.”
Ayesha Accessories has now been launched in 45 Shoppers Stop stores across India within a record time of two months. Toniq Retail Brands COO and co-founder Sohel Lalvani added, “This acquisition not only broadens our offerings but also provides our customers with a wider selection. Our teams have done an exceptional job launching the brand in 45 stores, and we are planning to expand Ayesha’s footprint to 100 stores in the coming months. The past few months have been a period of consolidation for us, allowing us to leverage our strengths in our product portfolio and our distribution network across offline and online channels. We are confident we can leverage these capabilities across all our brands.”
Toniq Retail Brands, a women-led company with 80 per cent of its key management comprised of women, caters to various segments including fashion accessories, hair accessories, ethnic jewelry, and men's accessories. Known for its customer-focused approach and quality commitment, the company continues to lead the market.
With the acquisition of Ayesha Accessories, Toniq Retail Brands aims to offer on-trend products to its growing Gen Z and Gen Alpha customer base. This is part of a strategy to position the company as a next-gen fashion accessories leader. Backed by a strong supply chain, inventory management, and data analytics, the company is set to scale operations, open exclusive brand stores in select cities, and partner with quick commerce companies for wider reach.
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