Nykaa Fashion strengthens brand portfolio with Pipa Bella acquisition

By

Maverick Martins

Published
Apr 13, 2021

Nykaa Fashion, a multi-brand fashion e-commerce platform, has strengthened its brand portfolio with the acquisition of online jewellery brand Pipa Bella.
 

With Pipa Bella, Nykaa Fashion aims to make deeper inroads in the fashion jewellery segment and banking on the brand’s affordable price range for growth in this segment.
 
Commenting on the acquisition, Adwaita Nayar, CEO of Nykaa Fashion, in a statement said: “Pipa Bella reflects Nykaa's vision to always stand for good quality and well-curated designs at accessible prices. Our aim is to extend the brand's core signature design to a much larger landscape by becoming a full-range accessories label. We believe that there is a strong opportunity to provide premium fashion jewellery with contemporary design and functionality at the core of the customer experience.”

Pipa Bella's founder, Shuchi Pandya, added: “Pipa Bella has found strong synergies with Nykaa Fashion's positioning within the e-commerce fashion landscape and its manner of engagement with its wide network of customers around the country. This association will allow Pipa Bella to reach a larger customer base and leverage the massive number of users visiting Nykaa Fashion every month.”
 
Pipa Bella's jewellery line includes over 1,500 styles and targets the 22-35-year-old urban women. The brand will continue to sell from its website and under the Nykaa Fashion portfolio.