Metis Partners was appointed by M and M Direct to market and sell the Fred & Boston brand.


The Fred & Boston retail brand was launched in 2007 by BANK Fashion, a recognizable high street retailer for more than 20 years. Inspired by US West Coast lifestyle, Fred & Boston supplied versatile sportswear and streetwear product lines for men. The brand was subsequently acquired by online clothing retailer M and M Direct in 2015, whose website attracted 100 million visits per year and had more than 2.5 million active customers.

IP Assets Sold

  • Registered trademarks with international protection
  • Goodwill rights in the brand and reputation of Fred & Boston
  • Fred & Boston branded domain

Highlight of this IP Sale

Our experience in marketing retail brands enabled us to utilize our substantial database of past buyers in this space, and quickly reconnect with key parties. Our bespoke marketing strategy and marketing documents enabled parties to envision the brand in various contexts, and saw the highest bidder successfully repurposing and relaunching it into a workwear brand.

Asset Sales
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