Aditya Birla picks up minority stake in Creative Lifestyles


The Aditya Birla Private Equity picked up minority stake in Creative Lifestyles, flagship company of Creative Garments group.Company owns women apparel brands like Fusion Beats, O2 xygen and 109F. With a considerable amount of Rs 300 crore from Creative Lifestyle and investment worth Rs 36 crore, ABPE  acquired 12 per cent of stake in Creative lifestyles.The alliance between the target companies and the acquirers depends more or less on the consumption space with creative garments. Women apparel segment contributes more to the focused sunrises area.Investments are made throughthe Aditya Birla’s and it’sSunrise Fund.

Co-founded by Birendra Agarwal with veteran Rahul Mehta in the year 2006, Creative Lifestyle manufactures women garments adjuvant to the brand name of 109°F, O2xygen and Fusion Beats.  Woman s apparels, top and t-shirt western dress and other products forms its product range. In addition to thisGarments are exported across countries like Europe and the USA throughits online shopping facility.D .Muthukumaran,CEO of the Aditya Birla Equity claims to be excited for being part of Creative Lifestyle.Over the last 9 years the company eminently structured its presence in the women’s apparel segment predicting exponential growth in the coming years.

Launched in the year 2006, the brand 109F has its presence over 366 retail outletsthat caters casual wears and 331 large format western stores. In 2012,Fusion Beats, launched its indo western offering that caters Indian women and has presence across 10 EBOs and the 200 LFOs.According to the deals with space,the Bengaluru based startup Zapyle .com raised an amount close to Rs6.63 Crore .Voonik,the other startup raised Rs31.90 Crore   from the Sequoia Capital and the Seed fund which in turn acquiredTrial kart, providing itsusers witha tacit dressing room experience.


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