G.O.A.T Brands acquires lifestyle firm Chumbak for undisclosed amount

D2C brand buys four other brands it didn't name as it seeks expansion

D2C brand G.O.A.T Brand Labs said on Thursday it has acquired Chumbak, a home and lifestyle firm, for an undisclosed amount alongside four other brands.

G.O.A.T did not disclose the other brands it has acquired as the deals raised its portfolio to 20. The company said in a statement it plans to make Chumbak a Rs-500 crore company by 2025, using brand building, digital marketing and international expansion. It is in advanced talks with 8-10 other D2C brands.

“Chumbak, since its founding days, has been an Indian homegrown D2C brand that appeals to a global audience. Our vision is to