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Aditya Birla PE buys minority stake in Creative Lifestyle
Sep '15
Aditya Birla Private Equity has bought a minority stake in Creative Lifestyle, the flagship company of the Mumbai-based Creative Garments group and the owner of women's popular apparel brands, 109F, Fusion Beats and O2xygen.

The firm has invested for a minority stake in Creative Lifestyles Pvt Ltd, with a valuation of over Rs 300 crore, the latter said in a statement. It did disclose the consideration.

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 Birla group has been expanding its footprints in fashion retail following its decision to merge fashion retail business under Madura Fashions and Madura Lifestyle with Pantaloons Fashion and Retail to create the country's largest branded apparel player, valued at Rs 12,000 crores.

Creative Lifestyle was founded in 2006 and Birendra Agarwal teamed up with industry veteran Rahul Mehta to set up Creative Lifestyle to foray into women's branded apparel.

"We are excited to be part of the growth story at Creative Lifestyle. "In the last 9 years, the Creative team has built up a strong presence in women's branded apparel segment, which we believe has high potential for exponential growth in the coming years," said D Muthukumaran, CEO of Aditya Birla Private Equity.

Birendra Agarwal, Chairman at Creative Lifestyle, stated, "We believe our partnership with Aditya Birla Private Equity will help in taking the company to the next level on the back of an impressive growth we have already achieved since inception in 2006.

"We will benefit from the right impetus, drive and experience and we are looking forward to working closely with the Aditya Birla team to fully exploit our potential." The brand 109F, launched in 2006, which caters to casual western wear, has presence in over 366 retail outlets, including 35EBOs and 331 large format stores.

Fusion Beats, an indo-western offering catering to the Indian women, launched in 2011-12, sells across 10 EBOs and 200 LFOs, the statement said. (SH)

Fibre2Fashion News Desk – India

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