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Nykaa to acquire LBB to sharpen its position as a discovery-led retailer – Times of India

NEW DELHI: Beauty and wellness e-commerce agency Nykaa on Friday mentioned that it’s going to acquire digital content material-cum-commerce agency Iluminar Media identified by the model identify of Little Black Book (LBB).
FSN E-commerce, which operates beneath Nykaa model identify, didn’t disclose the deal worth however mentioned that the acquisition aligns with Nykaa’s basic content material-first strategy to partaking with its loyal shopper base.
“We are excited about the strong synergies we share with LBB, because much like Nykaa, they have sharply focused on driving discovery and spotlighting promising home-grown brands across their channels since day one.
“We welcome their like-minded management into the Nykaa household and look ahead to serving to them scale, as collectively we higher serve our viewers base,” Nykaa spokesperson Nihir Parikh said in a statement.
Co-founded by Suchita Salwan and Dhruv Mathur in 2015, LBB had a total revenue of Rs 19.44 crore in 2021-22.
“The transaction will allow the corporate to strengthen its content material supply, drive discovery for manufacturers and make buying expertise extra partaking for the purchasers,” Nykaa said in a regulatory filing.
Nykaa will acquire 100 per cent stake in LBB in an all-cash deal.
“Through this partnership with Nykaa, we’re excited to scale to even larger heights. Together, we wish to drive worth to Nykaa and LBB’s shared objectives to construct discovery for India’s rising manufacturers via content material, neighborhood and a discovery-first strategy.
“LBB’s robust content creation capabilities and creator network will be leveraged within Nykaa’s platforms to drive consumer engagement and retention, further scaling reach and engagement for our brand partners,” Salwan mentioned.


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