Brand ID buys Super-Brands sports portfolio

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Brand ID, owned by Seardel Investment Corporation, already includes Speedo SA and the Nelson Mandela Foundation-linked 466/64 fashion brand, among several other fashion and lifestyle brands.

"This development is part of a strategic vision to maintain and nurture our lifestyle brand section, which includes all our fashion brands, and to enhance and grow our sports brand section," says Brand ID CEO, Wayne Bebb.

He said the acquisition would positively affect 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 a resultant benefit to 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. Within the broader business, the acquisition will open up further opportunity for the growth of our teams and individuals."

He added the development would also benefit the Seardel group's focus on branded product distribution. From 1 April, Super-Brands' unit management teams will move into Brand ID's office in Wembley Square, Cape Town, while the logistics centre would remain and expand in Epping.