This is a major shake up in the surf/skate/ action sports world!
One of the biggest questions we had:
Is new owner Bluestar Alliance just buying the Hurley IP or is it buying the entire Hurley company, including operations?
According to Nike, Bluestar Alliance is acquiring all the Hurley assets, including the IP and the operations.
We also asked about the fate of Hurley employees. Nike said Hurley employees will continue to be employed by Hurley under the new ownership.
Bluestar, which is not well-known in the licensing industry and is based in New York, typically buys brands and then uses a licensing model, according to its website. Bluestar currently owns brands such as Bebe, Kensie, Brookstone, Limited Too and Tahari, among others.
The company manages a portfolio of over 300 licensees. Look for Bluestar to follow its business model and break up the company. They will sign license deals for all areas eliminate the specialty stores and increase the off price business.
Mapping out an effective strategy to retain sales - both online and in stores - will save many a retailer. Learn how and your next steps!
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