"It's really difficult."īuilding a brand takes time, resources and plenty of money. "Think about how hard it is to build a brand in today's world," said Greg Portell, lead partner in the global consumer practice of consulting firm Kearney. It's given digital marketers the ability to get to the market more quickly, and more effectively." "Even a year ago that was much more difficult than it is today. "So today, you can very quickly spin up an e-commerce site that has all you need to engage in commerce," Peress said. "What technology did was it expanded the ability to go to market and efficiently target sectors that historically the only way you get there was you built a store," Peress said.Īll of that has continued to accelerate, Peress notes, with tech services like Square and Shopify making it far easier to build out e-commerce operations. Supporting the bets on IP was the growth of e-commerce as a sales channel and the technology behind online stores.
Peress said Jamie Salter, today Authentic Brands' CEO, was one of a handful of people pushing the model, along with William Sweedler, who today chairs Sequential Brands, and others. "The notion that retail and consumer brands have value separate and apart from the enterprise really started to take hold in the prior economic cycle, in the run-up to the Great Recession," said David Peress, executive vice president at Hilco Streambank, which specializes in IP sales and disposition.
This isn't a new phenomenon, but it's not very old. Authentic Brands Group, Sequential Brands and a host of others have been actively buying up IPs for sale in a year which could hit record levels of retail bankruptcies. REV is hardly alone in hunting for bargains in the retail graveyard. That little-known firm, founded by digital marketing specialists, also acquired Modell's brand property this year out of bankruptcy for $3.6 million and last fall bought the Dressbarn IP from Ascena for an undisclosed amount. Pier 1's intellectual property and e-commerce site sold for $31 million this year to Retail Ecommerce Ventures.
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