Ed-a-Mamma is an over ₹150-crore brand, according to media reports, and is primarily sold online. It is expected to strengthen the Reliance children’s wear portfolio. The country’s largest retailer currently operates mainly through value fashion chain Trends as well as Mothercare, for which it has the India rights.
Reliance and Eternalia Creative and Merchandising, the entity behind Ed-a-Mamma, didn’t respond to queries. Bhatt is a director at Eternalia, according to filings with the Registrar of Companies.
“Talks between Reliance and Ed-a-Mamma are in the final stages and (an agreement is) likely to be signed in the next seven to 10 days,” said an industry executive aware of the deal. “It will give Reliance a greater toehold in the kidswear market.”
Ed-a-mamma was started in 2020 and later extended to the teenage and maternity wear segments. Apart from ecommerce platforms such as Myntra, Ajio, FirstCry, Amazon and Tata CliQ, the brand is sold through its own webstore and retail chains such as Lifestyle and Shoppers Stop. It operates as a conscious clothing brand, that is, the products are environment-friendly.
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Reliance Brands is the group’s retail venture that partners with independent fashion brands in segments such as luxury, bridge-to-luxury, high premium and high street lifestyle such as Armani Exchange, Burberry, Bally, Canali, Diesel, Gas, Hugo Boss, Hamleys and Jimmy Choo, among others.
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