Berrylush

Berrylush is a digitally native fast-fashion brand specializing in affordable, trend-forward western wear for Gen Z and millennial women. The company emerged to address the gap between high-fashion aesthetics and budget-friendly pricing in India’s apparel market. The brand differentiates itself through size inclusivity (offering sizes up to 7XL via its sub-brand Berrylush Curve) and a hyperlocal approach to inventory management, reducing returns by 30% compared to industry averages.

Key milestones

• Achieved profitability within four years of operations, with FY24 revenue of ₹76.7 crore and a target of ₹100 crore for FY25.

• Expanded to 27,000+ Indian pin codes via online platforms and 6 offline stores (1 company-owned, 5 franchised).

• Secured ₹8 crore growth equity funding from Klub in 2023 to scale infrastructure and international expansion.

• Launched sub-brands Berrylush Curve (plus-size) and BIZwear (professional attire), now contributing 22% and 3% of revenue, respectively.

Core Products and Services

• Apparel: Dresses, tops, jumpsuits, co-ords, and athleisure, priced between ₹300–₹3,000 (reflecting 60–80% discounts on MRP).

• Seasonal Collections: Winterwear (sweaters, jackets) and vacation-themed lines (swimwear, resort wear).

• Accessories: Perfumes, handbags, belts and footwear, introduced to diversify revenue streams.

Business Model & Revenue Streams

• Marketplaces: Myntra (50% contribution), Flipkart, Amazon, and Ajio.

• D2C Channels: Website and app (15% contribution, growing at 30% YoY).

• Offline Retail (15%): Franchise-owned stores in Delhi-NCR, Hyderabad, and Indore.

• Accessories & New Categories (5%): Perfumes and bags, launched in 2023.

Customer segmentation

• B2C (95%): Women aged 18–35 in Tier 1–3 cities (70% from Maharashtra, Karnataka, and Delhi-NCR).

• B2B (5%): Franchise partners and corporate gifting clients.

Top Clients & Partnerships

• Myntra: Primary revenue driver, contributing 50% of online sales through its accelerator program.

• Flipkart & Amazon: Critical for Tier 2/3 market penetration.

• GoKwik: Partnership to reduce return-to-origin (RTO) rates by 50% and double D2C revenue by 2025.

• Razorpay: Integrated Magic Checkout solution, cutting transaction drop-offs by 40%.

• Appbrew: Tech collaborator for app relaunch, aiming to triple mobile traffic.

Future Outlook & Strategic Priorities

• International Expansion: Piloting in the US and UAE via Amazon Global Selling, targeting 10% revenue from exports by 2026.

• Offline Footprint: Scaling to 30+ stores via FOFO model, focusing on Tier 2 cities like Guwahati and Imphal.

• Tech Investment: AI-driven inventory forecasting and dynamic pricing tools to reduce deadstock by 20%.

• RTO Rates: Current 26–32% RTO threatens margins; leveraging GoKwik’s analytics to halve this by 2025.

• Marketplace Dependency: Reducing Myntra/Flipkart contribution to 60% by enhancing D2C app engagement.