Toniq Retail Brands, a prominent multi-brand fashion company, has acquired Ayesha Accessories, a Puducherry-based accessories brand known for its trendy and affordable range. The acquisition includes both the Ayesha brand and its existing retail footprint.

This move enhances Toniq Retail Brands’ portfolio to seven distinct brands and broadens its retail presence to 140 store-in-store (SIS) formats within Lifestyle and Shoppers Stop outlets. Additionally, it strengthens the company's digital footprint on major e-commerce platforms like Myntra, Nykaa Fashion, and Tata Cliq.

Founded in 2010, Toniq Retail Brands has developed a robust distribution network across both offline and online channels. The acquisition aligns with the company’s strategy to scale up its distribution, extend Ayesha’s signature designs to a larger audience, and establish it as a comprehensive accessories label for Gen Z and Gen Alpha consumers.

Sonali Bulchandani, Founder-CEO of Toniq Retail Brands, emphasized, “This acquisition is a key part of our growth strategy, enabling us to reach a broader audience with high-quality fashion jewellery. Ayesha Accessories has always been known for its fun, playful identity and loyal customer base. Our goal is to expand the brand’s core design and establish it as a full-range accessories label offering premium jewellery with contemporary design and functionality.”

Ayesha Accessories has already been launched in 45 Shoppers Stop stores across India within just two months of the acquisition. Toniq Retail Brands plans to expand Ayesha’s presence to 100 stores in the coming months. Sohel Lalvani, COO and co-founder of Toniq Retail Brands, noted, “The recent months have been focused on consolidation, allowing us to leverage our strengths in product portfolio and distribution network.”

Toniq Retail Brands is a women-led company, with women comprising 80% of its key management. The company’s diverse portfolio includes fashion accessories, hair accessories, ethnic jewellery, and men’s accessories. Future plans include launching exclusive brand stores in select cities and partnering with quick commerce companies to further expand its reach.