Seardel’s Brand ID acquires Super-Brands’ sports brands

 Sports and lifestyle company, Brand ID, has announced the acquisition of the full portfolio of sports brands from Super-Brands, catapulting it into one of the largest sports and lifestyle brand marketing and distribution companies in SA.

Brand ID is a subsidiary of the listed Seardel Investment Corporation Limited which is owned by Hosken Consolidated Investments Limited.

Brand ID’s portfolio includes the world’s number one swimwear brand, Speedo SA, and the iconic Nelson Mandela Foundation-linked 466/64 fashion brand, among several other prominent fashion and lifestyle brands.

Brand ID CEO, Wayne Bebb, said the acquisition of Super-Brands’ sports brands, including Canterbury, Slazenger, Dunlop Sports, Mizuno, Skins, Karrimor and others, would become effective on April 1, 2014.

“This development is part of a strategic vision for Brand ID to maintain and nurture our lifestyle brand section — which includes all our fashion brands – and to enhance and grow our sports brand section — which includes Speedo and all the brands acquired through the acquisition.”

Bebb said the acquisition would positively impact on both companies’ teams, partners, customers and ultimately, consumers.

“Due to economies of scale, we’ll be developing stronger partnerships with retailers for a more holistic sports brand offering, better representation of our brands in-store and the resultant benefit to customers and consumers.”

“Both businesses can now utilise their respective best practices to complement each other. Critically, we have retained the key management teams, helping us to ensure the continued success of the foundation established to date and to utilise our shared knowledge and investment to ignite the brands further into the market. And, within the broader Brand ID business, the acquisition will open up further opportunity for the growth of our teams and individuals,” he added.

Bebb said the development would also benefit the Seardel group’s focus on branded product distribution.

From April 1, Super-Brands’ unit management teams would move into Brand ID’s office in Wembley Square, Cape Town, while the logistics centre would remain — and expand — in Epping, Bebb added.


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