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Branded Acquires The Community-Based Men'S Personal Care Brand Fresh Heritage

Jan 04, 2022•almost 4 years ago

Acquiring Company

BRANDED Group

Acquired Company

Fresh Heritage

Clothing And ApparelConsumer GoodsDesignCommerce And ShoppingConsumer GoodsCommerce And Shopping

Description

BRANDED Group, the leading operator of digital-first consumer brands globally, today announced the acquisition of Fresh Heritage, a men's personal care company solving modern-day grooming problems for men of color. With founder Gamal Codner staying heavily involved in the brand's success going forward, BRANDED intends to rapidly scale operations and reach - transforming Fresh Heritage into a powerhouse personal care brand for men of color. This acquisition marks the fifth menscare brand owned by BRANDED and highlights its strengthening leadership in the category.

Company Information

Company

BRANDED Group

About

BRANDED Group is a leading global operator of digital-first consumer brands that partners with top performing e-commerce entrepreneurs and businesses to grow them into global consumer brands. BRANDED empowers small online brands by leveraging the BRANDED technology core, industry expertise and by scaling them to reach a global audience. Through its family of brands in key consumer categories, BRANDED delivers compelling consumer products that are practical, stylish, affordable, and provide value to consumers worldwide. Founded in 2020, BRANDED is headquartered in New York and Paris.

M&A Insights

Based on deal data
Integration timeline
70% of M&A integrations take 12-24 months to complete
Tech stack consolidation
83% of merged companies consolidate technology vendors within first year
Post-acquisition investment
Companies increase IT spending by 23% on average after acquisitions
Success factor
M&A deals with strong technology integration plans are 2.5x more likely to succeed