"Gas" Brand And IP's "Good Doctor" American Brand Management Company Was Invested.

In August 11th, BlackRock, the US investment management group, announced that through its private equity fund Long-Term Private Capital, the US brand management company Authentic Brands Group (hereinafter referred to as "ABG") was about 30% stake in the US $875 million price, ranking the largest shareholder of ABG. According to people familiar with the matter, the total value of the transaction for ABG has exceeded $4 billion (including debt).

In 2017, another private investment giant General Atlantic launched a strategic investment in ABG. Other shareholders of ABG include private equity funds Leonard Green & Partners and Lion Capital.

"Passing" brand and IP's "good doctor"

ABG, founded in 2010 by Canadian businessman Jamie Salter, is an innovative brand management company headquartered in New York. After acquiring bad brand, ABG will study its brand DNA carefully, relocate its brand without affecting the brand value, help brands expand the category, and make it regain the favor of consumers. Therefore, many people in the industry also call ABG the "good doctor" of the bankrupt brand.

ABG's success is inseparable from the rich experience of founder Jamie Salter in investing in consumer company. He worked as a CEO of Hilco Consumer Capital, a private equity fund, and was very good at consumer company investment and bankruptcy restructuring. Nearly 30 years of work experience, he can lead the team to accurately explore the characteristics of "passing" brand, analyze the key reasons why brands are no longer welcomed by consumers, and help brands develop new products by developing new categories and excellent online marketing activities.

Juicy Couture, a famous sports and leisure brand in the United States, has attracted the attention of consumers with the help of ABG. Juicy Couture had previously lost too much attention to the brand's fashion and lost its foundation as a sports leisure brand, resulting in a gradual decline in sales. After finding the crux of the problem, ABG helped the brand expand its related businesses and return to sports and leisure DNA, enabling Juicy Couture to achieve stable business growth again.

In July of this year, ABG restarted the IP authorisation of Elvis Presley, the legendary American singer, and launched a new perfume series (Elvis Presley Fragrance Collection) with perfume manufacturer Bellevue Brands. It has been thirty years since the last famous perfume was released.

Jamie Salter said that when choosing the brand, they attached great importance to whether the brand had the space of international business and category expansion. After acquiring the brand, they will carefully study the history of the brand and find out the reasons for the failure of the brand. All the decisions they make are designed to make the brand have better long-term development, not to make quick money, and ABG will never do anything that will damage the brand value because of immediate interests. They will help the brand to tap its value and consolidate the influence of the brand through specific distribution channels, thereby increasing the attractiveness of consumers and protecting product pricing.

He believes that the growth of brands not only means the improvement of their own profitability, but also means the improvement of brand value and the long-term positive development of ABG. In order to enhance the influence of its brand IP, they are helping brands to reach more consumers through online marketing, authorized business, celebrity endorsement and joint cooperation.

ABG has established a global retail network through cooperation with global high-end department stores, franchised stores and other small and medium-sized retailers to help its brands enter more markets and reach consumers around the world. At present, ABG has more than 70 countries' business, and its brand annual sales volume is nearly US $10 billion. There are 40 brands in the group, which are divided into five categories, including the famous brands of famous entertainment sports stars, such as Marilyn, Monroe, Elvis, boxing, Ali, Mike Jackson, etc.

Celebrities and entertainment brands: SHAQ, Marilyn Monroe, Muhammad Ali, Elvis Presley, Mini Marilyn, Michael Jackson, Marilyn, Ali,

Fashion brands: Juicy Couture, Schaffner Marx, Frederick "s of Hollywood", Judith Leiber, Sportcraft, Judith, ",", ",", ",", ",", ",", ",", ",", ",", ",", ","

Sports brand: Tretorn, Tapout, Spyder, Airwalk, Vision Street Wear, Prince and Hind

Home brands: Thomasville, Henredon, Drexel

Magazine: "Sports Illustrated"

For a series of brand acquisition transactions conducted by ABG in the past, we can see in detail that

ABG, the US brand management company, has bought the world's most popular sports magazine for $100 million: Sports Illustrated.

Kai Yun group stripped its last non luxury brand: California outdoor sports brand Volcom was bought by ABG, an American brand management company.

DSW joined ABG for $7 billion 500 million to acquire Camuto Group, the fashion group of the founder of nine Hei brands.

US brand management company Authentic Brands bought Nine West and Bandolino for us $400 million.

US brand management company Authentic Brands intends to acquire American casual wear brand Nautica

The US brand management company Authentic Brands acquired the French fashion brand Herv e L GER.

Authentic Brands, the US brand management company, acquired the controlling stake in Neil Lane of the high-end jewellery brand.

Authentic Brands, the US brand management company, acquired the equity of Frye 51% of Hongkong footwear brand.

Authentic Brands acquisition of Australian GF ball champion Greg Norman brand part of authorized business

When private equity General Atlantic launched a strategic investment in ABG, ABG said that it will further expand its international market, especially in the Chinese market. It will open offices in Shanghai and Hongkong, which are responsible for the business of mainland China and the Pacific and Southeast Asia respectively.

According to this investment agreement with BlackRock, ABG's future will continue to be managed by the founder, chairman and CEO Jamie Salter and President and chief marketing officer Nick Woodhouse.

Jamie Salter said it was a great honor to cooperate with BlackRock, and Long-Term Private Capital's investment also proved the strength of the company. BlackRock has rich experience in global business expansion and professional digital technology team. He believes that ABG will continue to expand its business with the help of BlackRock.

Andre Bourbonnais, head of Long-Term Private Capital, said that ABG has excellent business capabilities and has healthy capital flow and excellent management team. They appreciate ABG very much. In the future, they will use ABG as the core of the strategy to provide better resources for them.

In order to better expand its business, BlackRock launched its private equity fund Long-Term Private Capital last year. By the end of April this year, Long-Term Private Capital had raised $2 billion 750 million. BlackRock plans to raise $12 billion for it.

　 About "brand management company":

It refers to maximizing the business value of its brand intellectual property through licensing and joint ventures, and further diversifying its brand portfolio through strategic acquisitions. Common ways of profit include brand authorization, joint venture, corporate sponsorship and brand selling in the field of product segmentation.

In cooperation with authorized enterprises, the products of these brands will be sold through different channels in different sub sectors. For some brands, media channels can also be selected, including TV, movies, numbers and mobile terminals. Authorized enterprises are responsible for product design, processing and distribution, while brand management companies are responsible for brand marketing and promotion, increasing brand awareness, increasing brand attractiveness and maintaining brand image.

The United States is the most developed market in brand management industry. The well-known professional brand management companies include ABG, Iconix Brand Group, Sequential Brands Group, Xcel Brands Inc, Marquee Inc, the original brand name, Hongkong, Li and Fung Group, and the recently established company.