The Souled Store Acquires Redwolf To Boost Presence In Pop Culture Merchandise Space

D2C fashion startup The Souled Store has acquired apparel brand Redwolf to strengthen its position in the pop culture merchandise space.

The financial details of the deal were not shared.

The goal of the acquisition is to leverage Redwolf’s experience in fan merchandise to improve The Souled Store’s product range.

According to a statement, the acquisition will help the company offer more creative and exciting products.

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About Redwolf 

Founded in 2011 by Ameya Thakur, Rahul Jaisheel and Vivek Malhotra, the Mumbai-based Redwolf designs graphic t-shirts and accessories inspired by pop culture. It holds licenses for popular franchises like Game of Thrones, Marvel, Disney, Star Wars, Rick & Morty, Peanuts and Breaking Bad.

“Merging with The Souled Store was the next logical step in realising our vision of bringing the best pop culture merchandise to the Indian audience. All three of us are huge pop-culture geeks ourselves and look forward to leveraging the scale provided by The Souled Store to take the brand to greater heights.” said Vivek Malhotra, co-founder of Redwolf.

"We are absolutely thrilled to welcome Redwolf to The Souled Store family. Their incredible creativity and commitment to providing fandom-inspired products is a perfect fit,” said Vedang Patel, Co-Founder of The Souled Store. “This acquisition will strengthen our mission to become the Home of Pop-culture in India. We are excited to co- build this shared vision with the founders of Redwolf.”

About The Souled Store

Established in 2013 by  Vedang Patel, Rohin Samtaney, Aditya Sharma and Harsh Lal, The Souled Store began as a branded merchandise clothing brand and later evolved into a D2C casual wear company. Today, it also offers products like backpacks, sneakers, shoes, and socks for all age groups—from kids to adults.

Financially, the startup became profitable in FY24, thanks to strong revenue growth and better margins. It reported a net profit of ₹18.2 Cr in FY24, compared to a loss of ₹16.5 Cr in FY23.

Its operating revenue grew by 54.26%, reaching ₹360.2 Cr, up from ₹233.5 Cr in the previous year. Out of this, ₹5.2 Cr came from membership fees, while the rest was earned through product sales.

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