Aditya Birla PE fund buys stake in Creative Lifestyles

Aditya Birla Private Equity has bought a minority stake in women’s brand apparel retailer Creative Lifestyles for an undisclosed sum…

Aditya Birla Private Equity has bought a minority stake in women’s brand apparel retailer Creative Lifestyles for an undisclosed sum.

Creative Lifestyle, valued at Rs 300 crore, is the owner of women’s apparel brands 109F, Fusion Beats and O2xygen

“Aditya Birla Private Equity has invested for a minority stake in Creative Lifestyles Pvt. Ltd with a valuation of over Rs 300 crore… Aditya Birla Private Equity has invested through its Sunrise Fund. The consumption space to which Creative belongs is one of the four stated focus areas of the fund,” the company said in a statement.

Aditya Birla Private Equity CEO D Muthukumaran said: “In the last 9 years, the Creative team has built up a strong presence in the women’s branded apparel segment, which we believe has high potential for exponential growth in the coming years.”

109F, launched in 2006, caters to casual western wear and has presence in over 366 retail outlets, including 35 EBOs (exclusive branded outlets) and 331 large format stores.

Fusion Beats, an Indo-western offering, was launched in 2011-12 and sells across 10 EBOs and 200 LFOs.

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