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Iconix Brand Group recently bought for $17 million a 50 percent stake in Hardy Way, owner of the tattoo-inspired lifestyle brand Ed Hardy."We are excited to have the opportunity to participate in the continued success of the Ed Hardy brand and
April 6, 2018
Iconix Brand Group recently bought for $17 million a 50 percent stake in Hardy Way, owner of the tattoo-inspired lifestyle brand Ed Hardy.
"We are excited to have the opportunity to participate in the continued success of the Ed Hardy brand and believe there are tremendous growth opportunities worldwide," says Neil Cole, chairman and chief executive officer of Iconix. "We also believe that by owning the brand alongside Don Ed Hardy, the founder, there will be opportunities to further leverage his iconic name along with his new artwork."
"As demand for my artwork continues to skyrocket, I felt it was time to take on a partner that could help me manage the demand and opportunities for the Ed Hardy name," says Don Ed Hardy. "Iconix is at the forefront of brand management and clearly has the capabilities to dramatically grow the Ed Hardy business. I'm thrilled to have them as a partner."
Christian Audigier's Nervous Tattoo has run Ed Hardy since 2003, which has expanded the brand's global category range into outerwear, swimwear, fragrances, energy drinks, home goods and bags.
Hardy Way joins Iconix Brand Group's brand portfolio, which includes Candie's, Bongo, Badgley Mischka, Joe Boxer and many others.
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