Trend West, the yet to-be-launched online venture of Tata Trent, has acquired the fashion vertical of Bengaluru based brand Eat.Shop.Love. (ESL) to power its foray into ecommerce.

The Trend West portal, which is likely to go live by the end of this year, will be powered by the branding, marketing, delivery and sourcing line of ESL. Both Tata Trent and ESL declined to comment on the matter.

ESL, which was launched in July 2014, is a portal for shopping and arranging get-togethers and experiences through its ‘Love’ packages. ESL had raised Rs 22 crore in March this year from a UK-based investor.

This move by Tata Trent, which runs the fashion retail chain Westside, comes at a time when marquee retail companies such as Aditya Birla Group, Arvind Internet and Reliance are joining the ecommerce bandwagon.