Our Client is an international designer and retailer of outdoor footwear, apparel and accessories. With revenues of over £100m and a rich 165+ year history, the Client is universally recognized as a progressive British heritage brand, associated with functional, premium-quality, and stylish British fashion that appeals to a broad consumer base. The Client’s flagship outdoor footwear products have achieved widespread media exposure, including collaborations with global fashion and entertainment businesses, as well as numerous high-profile celebrity endorsements. The Client commits millions of pounds per annum to marketing, implementing a plethora of digital, social and experiential campaigns in order to generate global exposure and secure its premium brand name.
We were engaged by the Client’s M&A advisors, liaising directly with them to provide a Full IP Valuation of the Client’s corporate brand and brand-related assets, comprising extensive goodwill accruing to the brand, trademarks, domain names, designs, and social media collateral. The Client required the valuation in order to inform internal decision-making around a potential fundraise. After providing this initial valuation in respect of the Client’s ‘base case’ scenario, we were further engaged to provide a valuation in respect of an ‘upside’ scenario, which incorporated a number of planned revenue and profit-enhancing activities.
We performed a brand valuation on a fair value basis, performing separate valuations of the brand in respect of the ‘base case’ and ‘upside’ scenarios. Using our Metisology® approach, we performed an extensive Information Discovery of the Company’s brand, separating our analysis of each scenario and assessing the various strategies undertaken by the Client to secure and maintain its premium position in the market. Performing diligence into the Client’s brand and strategy for growth was vital, in order to determine the extent to which brand was underpinning its competitive advantage, and to confirm the Client’s ability to leverage the brand to achieve projected revenues in relation to each scenario. We established that the Client’s brand was fundamental in securing its competitive advantage and future revenues, complemented by the Client’s robust growth strategy and brand-enhancing activities.
We performed an analysis of all relevant markets impacting the Client’s future growth strategies, investigating the overall economic outlook of key commercial territories, as well as industry analysis of the footwear industry and the various segments that provided the Client with material revenues. Moreover, we explored relevant M&A and financing activity within these sectors. Our analysis provided a detailed assessment of the key drivers and limitations of overall and industry growth, as well as future growth prospects in relation to key acquisitions.
We delivered two Full IP Valuations of the Client’s brand and brand-related assets. Our reports provided detailed commentary around the Client’s separate growth strategies and brand-enhancing activities, as well as how the brand was developed, managed, and protected in order to achieve its competitive advantage. Our detailed reports were shared with the Client’s potential investors assisting with negotiations around a potential fundraise. The deal also attracted M&A interest, and our report was shared with the ultimate acquirer, Authentic Brands Group.
IP Assets Valued: Brand & Brand-related Asset
