Toniq Retail Brands, a multi-brand fashion accessories company, has acquired Ayesha Accessories™, an award-winning brand known for its in-trend and affordable fashion accessories. This acquisition strengthens Toniq Retail Brands portfolio to 7 distinct brands and expands its retail footprint to 140 store-in-store (SIS) formats in Lifestyle and Shoppers Stop outlets. It also enhances its digital presence on major e-commerce platforms like Myntra, Nykaa Fashion, and Tata Cliq.
Founded in 2010 with the vision to democratize fashion accessories—making them available and accessible for young people everywhere—Toniq Retail Brands is uniquely one of the few fast fashion accessories companies with a robust distribution network spanning both offline and online channels. The acquisition of Ayesha Accessories™ aligns with Toniq Retail Brands strategy to scale up its distribution, extend Ayesha’s core signature design to a broader audience, and establish it as a full-range accessories label catering to the Gen Z and Gen Alpha demographics.
Sonali Bulchandani, CEO and Founder of Toniq Retail Brands, shared her thoughts on this milestone, stating, “Acquiring Ayesha Accessories™ is an important step for us and a moment of pride for my team and me. This acquisition perfectly aligns with our growth strategy, allowing us to reach a wider audience with contemporary, high-quality fashion jewelry. Ayesha has always been a fun, playful brand with a strong identity and loyal customers. Our aim is to extend the brands core signature design to a much larger landscape by becoming a full-range accessories label, offering premium fashion jewelry with contemporary design and functionality at the core of the customer experience for young Gen Z and Gen Alpha audiences.”
Ayesha Accessories™ has now been launched in 45 Shoppers Stop stores across India within a record time of two months. Sohel Lalvani, COO and Co-Founder of Toniq Retail Brands, added, “This acquisition not only broadens our offerings but also provides our customers with a wider selection. Our teams have done an exceptional job launching the brand in 45 stores, and we are planning to expand Ayesha’s footprint to 100 stores in the coming months. The past few months have been a period of consolidation for us, allowing us to leverage our strengths in our product portfolio and our distribution network across offline and online channels. We are confident we can leverage these capabilities across all our brands.”
Toniq Retail Brands is proud to be a women-led company, with women making up 80% of its key management. With a portfolio catering to various segments—including fashion accessories, hair accessories, ethnic jewelry, and men’s accessories—Toniq Retail Brands continues to lead the market. Over the years, Toniq Retail Brands has built a reputation for its customer-centric approach and commitment to quality.
With the acquisition of Ayesha Accessories™, the company is furthering its mission to provide on-trend products that resonate with its growing customer base, specifically targeting Gen Z and Gen Alpha. This move is part of a broader strategy to establish Toniq Retail Brands as a next-gen fashion accessories company. With a robust supply chain, inventory management, and the use of data analytics, Toniq Retail Brands is well-positioned to scale its operations, plan for exclusive brand stores in select cities, and partner with quick commerce companies to expand its reach.
