Indian fashion company Toniq Retail Brands has recently added Ayesha Accessories to its growing portfolio, which includes Toniq, Fida, The Bro Code, Pulse, Unknown, and Little Star.

The company said its acquisition of Ayesha Accessories aligns with its strategy to scale its distribution and reach a broader range of audience, specifically the Gen Z and Gen Alpha demographic.

Founded in 2010 with the vision to “democratise fashion accessories,” Tonique Retail is one of the few fast fashion accessories companies with a distribution network that spans both offline and online channels. 

In addition to increasing brand awareness, Toniq aims to expand its retail presence to 140 store-in-store formats in Lifestyle and Shoppers Stop outlets and enhance its digital presence on e-commerce platforms such as Myntra, Nykaa Fashion, and Tata Cliq.

Sonali Bulchandani, CEO and founder of Toniq Retail Brands shared how acquiring Ayesha is a milestone for the company. 

“Ayesha has always been a fun, playful brand with a strong identity and loyal customers,” she continued.

“We aim to extend the brand’s core signature design to a much larger landscape by becoming a full-range accessories label.”