Mumbai, December 5: Purple Style Labs which is Mumbai-based fashion house has bought fashion label Wendell Rodricks. The step was taken to scale the resort wear label to level-up its e-commerce activities and flagship stores. Prior to Wendell Rodricks, they had also bought Pernia’s Pop Up Shop back in 2019. The duo begins its business both in domestic and international markets.

Purple Style Labs has raised approx. $5 million from investors like Binny Bansal of Flipkart, Astarc Ventures and Jitendra Gupta of PayU India.

Within the span of 2 years of its acquisition, as claimed by Purple Style Labs, has grown Pernia’s Pop-Up Shop 10 times. They have their stores in cities like Delhi, Mumbai, Hyderabad, Kolkata, Bengaluru. They also initiated its first international store in Mayfair, London in the previous year. The brands wish to create the same or bigger impact with its merger of Wendell Rodricks.

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Speaking on the occasion, a business partner of Wendell, Jerome Marrel said, “I was looking for a strong investor to revive and carry on the Wendell Rodricks brand and PSL (Purple Style Labs) is the perfect choice to use Wendell’s DNA to carry on his legacy. I am very happy that the operations have already started. This business deal will help me move on with Wendell’s dream project, the Moda Goa Museum & Research Centre.”

India business of Fashion report claims that the country’s apparel market is expected to grow by almost 11% by 2021 to reach $85 billion.



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