Aditya Birla Lifestyle Brands Ltd owned e-commerce rises 70% in Q2

Aditya Birla Lifestyle Brands Ltd reported that its owned e-commerce business grew 70% year on year in Q2 FY27, while Lifestyle Brands revenue increased 9% to Rs 1,906 crore. The portfolio combined 5% retail like-to-like growth with a sixth consecutive quarter of double-digit small-town growth, alongside the Vybe by Peter England launch for Gen Z consumers.

How did ABLBL’s Lifestyle Brands perform in Q2 FY27?

ABLBL’s Lifestyle Brands business generated Rs 1,906 crore of revenue in Q2 FY27, up 9% year on year, while earnings before interest, tax, depreciation and amortisation, or EBITDA, grew 10% to Rs 371 crore. The segment’s EBITDA margin was 19.5% in the quarter, and its brands include Louis Philippe, Van Heusen, Allen Solly, Peter England and Simon Carter.

The Q2 outcome followed H1 FY27 Lifestyle Brands revenue of Rs 3,631 crore, compared with Rs 3,324 crore in H1 FY26. EBITDA increased to Rs 690 crore from Rs 623 crore, and the margin rose to 19.0% from 18.7%, an expansion of 30 basis points, where one basis point equals one-hundredth of a percentage point.

ABLBL’s Emerging Business grew faster, with H1 FY27 revenue up 23% to Rs 703 crore, against Lifestyle Brands’ 9% increase. However, Lifestyle Brands reported the higher EBITDA margin at 19.0%, compared with 5.6% for Emerging Business, whose margin expanded by 390 basis points year on year.

Why are small towns relevant to ABLBL’s retail growth?

ABLBL said its small-town network recorded double-digit like-to-like, or LTL, growth for the sixth consecutive quarter in Q2 FY27. That exceeded the 5% year-on-year retail LTL growth disclosed for the overall Lifestyle Brands business, although the presentation did not state the small-town growth rate or the network’s revenue contribution.

The first-half comparison shows Lifestyle Brands retail LTL growth of 6% in H1 FY27 versus 5% in Q2 FY27. This means the reported Q2 retail LTL rate was one percentage point below the H1 rate, while the small-town network continued its double-digit sequence.

At the consolidated level, retail remained ABLBL’s biggest channel, generating Rs 1,209 crore in Q2 FY27, up 8% from Rs 1,123 crore in Q2 FY26. The company also said wholesale growth was supported by robust primary sales, providing a channel alongside directly operated retail stores as its small-town network continued to outperform.

How is ABLBL using owned digital commerce?

ABLBL said its owned e-commerce business grew 70% in Q2 FY27, driven by enhanced hyperlocal capabilities, improved app performance and better customer service. It also reported that visits to its own app increased 250% year on year in H1 FY27, which it linked to targeted digital marketing and consumer acquisition.

The 70% owned-commerce increase was faster than the growth reported for e-commerce more broadly. Lifestyle Brands e-commerce delivered high-single-digit growth in Q2 FY27, while consolidated e-commerce revenue rose 12% to Rs 360 crore from Rs 322 crore.

The distinction matters because the 70% figure applies to ABLBL’s owned e-commerce business, whereas the consolidated channel figure covers e-commerce more broadly. The presentation does not disclose owned-platform revenue in rupees, the share of online revenue generated by owned channels, or online revenue by individual brand.

Which channels and launches are supporting ABLBL’s growth?

ABLBL’s wholesale channel grew fastest among its reported consolidated channels in Q2 FY27, rising 18% to Rs 597 crore from Rs 506 crore. E-commerce increased 12% to Rs 360 crore, other revenue rose 15% to Rs 99 crore, and retail grew 8% to Rs 1,209 crore, lifting total consolidated channel revenue 11% to Rs 2,266 crore.

ABLBL introduced Vybe by Peter England as Peter England’s younger expression of dressed-up style to engage Gen Z consumers. The Q2 FY27 materials show a Bengaluru-focused “Bangalore Got #VYBEVerified” digital campaign and a Vybe store launch, but provide no sales figure, store count, investment amount or rollout timetable.

Product activity extended across the portfolio. Allen Solly highlighted the Grand Slam, Infinity Suit and Starboy, which it described as Gen-Z ready; Louis Philippe featured Echoes of Indus, Greek Odyssey and Kaihara Denims; and Van Heusen presented Pashmina Love and Soft Sense. Peter England also displayed its Karan Johar collaboration and Superpress product, marketed as staying ironed 24/7.

Conclusion

ABLBL’s Q2 FY27 disclosures show growth being supported by several routes: a 9% increase in Lifestyle Brands revenue to Rs 1,906 crore, double-digit LTL growth in small towns for a sixth quarter, 18% wholesale growth and a 70% increase in owned e-commerce. The H1 comparison also shows Lifestyle Brands expanding EBITDA margin to 19.0% while Emerging Business increased revenue faster and lifted its margin to 5.6%.

What to watch next is whether ABLBL’s hyperlocal capabilities, app improvements and customer-service measures continue to support owned e-commerce growth, and whether small-town LTL growth extends beyond six quarters. The presentation gives no sales target, commercial contribution or expansion timetable for Vybe, leaving subsequent disclosure on the Gen Z offering’s scale and performance unresolved.