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Iconix Brand Group: Brand Management Company

May 25, 2015

Iconix Brand Group is a public listed company trading on the NASDAQ (ICON). Based in New York City, the firm was founded in 1978. The first brand it purchased was Candie’s Inc. in 1993. Iconix with its founder Neil Cole went on to purchase other brands. In 1998 it bought the Bongo brand, this was followed by its purchase of the Badgley Mischka brand in 2004. The dates July 22, 2005, and September 15, 2005, saw Iconix purchase Joe Boxer and Rampage brands, respectively.

The firm bought the Mudd, London Fog, Missimo, Ocian Pacific brands on April 11, 2006, August 29, 2006, November 1, 2006, and November 6, 2006, respectively. This was not the end as in 2007 it acquired Cannon, Danskin and Rocawear brand. Then towards that end of 2007 it purchased from Nike, the Starter brand. Iconix shelled out $109 million for 51 percent ownership of urban fashion brand Eckô Unltd. Iconix wasn’t satisfied with just majority ownership and went on to gain full ownership of the brand in May 2013.

If it’s a worthy brand then Iconix is willing to acquire it even if it may not be the usual clothing and lines it has had expertise in. Iconix teamed up with M. Schulze Creative Associates in June 3, 2010, and jointly acquired all assets related to the Peanuts comic strips from United Media, its long time owner. The assets were used to form a new company, Peanuts Worldwide with Iconix owning 80 percent of the company and the 20 percent balance owned by Schulz Associates. Peanuts Worldwide acquired United Media’s licensing arms as well, which represents licensing for its other properties.

Electronics brand, The Sharper Image was acquired in 2011.

Then Iconix agreed to purchase yet another brand from Nike in October 2012. It paid $225 million for the British brand, Umbro, with the transaction completed in December 2012. Iconix continues to acquire brands even up to 2015 and continues to successfully managed its portfolio of brands.

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