The Souled Store has officially acquired Redwolf, one of India’s prominent pop culture merchandise brands, in a move set to reshape the country’s fandom retail landscape. This strategic acquisition brings together two leading names in the fan merchandise space, combining their strengths to offer a richer, more diverse range of products inspired by popular culture.
Redwolf’s founders – Ameya Thakur, Rahul Jaisheel and Vivek Malhotra – will be joining The Souled Store team, bringing their creativity and vision to further elevate the brand’s offerings. Their involvement is expected to enhance product innovation and broaden the appeal of the brand to fans across the country and beyond.
“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.
Vedang Patel, Co-Founder of The Souled Store, also expressed enthusiasm about the partnership. “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. 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.”
The Souled Store has long been synonymous with high-quality fan merchandise, celebrating individual expression through products inspired by beloved movies, series, music, and other aspects of popular culture. The addition of Redwolf is expected to inject even more creativity into the brand's catalogue.
With this acquisition, fans can anticipate a wider array of exclusive collaborations, fresh designs, and innovative merchandise, consolidating both brands under a unified creative direction.
The Souled Store remains committed to its goal of becoming a global lifestyle brand — one that honours fandoms and delivers products that truly speak to the soul of every fan.
