Trend West, the yet to-be-launched online venture of Tata Trent, has acquired the fashion vertical of Bengaluru based brand Eat.Shop.Love. (ESL) to power its foray into ecommerce, according to people aware of the development.
The Trend West portal, which is likely to go live by the end of this year, will be powered by the branding, marketing, delivery and sourcing line of ESL, the persons cited earlier said, requesting anonymity. ESL's co-founder and chief executive officer, Oindrila Dasgupta, will join the operations, they said.
Both Tata Trent and ESL declined to comment on the matter.
ESL, which was launched in July 2014, is a portal for shopping and arranging get-togethers and experiences through its 'Love' packages. ESL had raised Rs 22 crore in March this year from a UK-based investor.
The acquiring reportedly valued the fashion vertical between Rs 18 crore.This move by Tata Trent, which runs the fashion retail chain Westside, comes at a time when marquee retail companies such as Adi ya Birla Group, Arvind Internet and Reliance are joining the ecommerce bandwagon.
With expertise in the offline re ail space, these companies have been actively scouting for acquiring to power their ecommerce platforms. The Tata group has previously indicated its vision to ake in-house and other brands online and is said to have made hree acquisitions in this regard, according to industry sources.