Investment and Acquisition：Established and ACI Form Strategic Joint Venture to Acquire Four American Womenswear Brands

Global brand licensing company Established Incorporated has announced a strategic joint venture agreement with fellow licensing firm ACI Licensing. Together, the two companies will form a new entity to acquire and operate four well known American womenswear brands: Badgley Mischka, C and C California, Kay Unger, and RACHEL Rachel Roy.

Under the agreement, Established will hold a 51 percent controlling interest in the joint venture, while ACI Licensing will retain a 49 percent stake. This marks Established's expansion beyond its traditional portfolio of electronic consumer brands into the premium fashion and lifestyle sector.

Background of the Acquiring Parties

Established Incorporated is a United States based international brand management and licensing company. It specializes in revitalizing legacy consumer brands through majority ownership, brand repositioning, and global licensing partnerships.

Though initially active in electronic goods and outdoor equipment, the company has recently expanded into apparel and lifestyle categories to meet the evolving demands of global markets.

Its standout capability lies in transforming dormant brands into lifestyle driven and trend responsive identities that appeal to younger consumers. Notable cases include the revival of Polaroid through digital accessories and fashion backpacks, as well as Kodak’s reentry into apparel and home goods, helping these classic tech brands regain relevance with new audiences.

ACI Licensing brings more than 25 years of expertise in managing fashion and lifestyle brands. The company excels in channel development, category extension, and global licensing strategies. ACI is particularly strong in womenswear. For example, after Kay Unger stepped back from design duties, ACI successfully maintained the brand’s visibility in the mid to premium United States market. ACI also drove the growth of the RACHEL Rachel Roy line through partnerships with retailers like Macy’s and Lord and Taylor.

Deal Structure and Operational Plans

The joint venture has acquired the full intellectual property rights of Badgley Mischka, C and C California, and Kay Unger, along with a 71 percent stake in the RACHEL Rachel Roy brand. ACI Licensing will continue to oversee the day to day operations of all four brands and maintain current relationships with manufacturers and retailers to ensure a smooth transition.

Hall O’Donnell, Chief Executive Officer of Established, commented: “This partnership marks a pivotal moment in our company’s evolution. By combining ACI’s fashion expertise with our brand revitalization experience, we believe we can unlock significant value across these iconic labels.”

ACI cofounders Andy Cohan and Charles Mamiye added that the joint venture will leverage the strengths of both firms to build a more global and scalable approach to brand asset management.

Revitalizing Classic Brands and Expanding Lifestyle Reach

Badgley Mischka, C and C California, Kay Unger, and RACHEL Rachel Roy each carry a legacy of American womenswear across eveningwear, urban casual apparel, and premium ready to wear categories. With the backing of Established and ACI, these labels are poised to regain market influence through expanded global positioning and product categories including footwear, accessories, and home goods.

The new joint venture will also prioritize investments in digital retail channels to align with shifts in global consumer behavior and to enhance direct to consumer capabilities.

A Deeper Restructuring of Brand Asset Management

More than just an acquisition, this partnership represents a strategic reorganization of brand assets. Through specialized management, precise market repositioning, and expanded licensing partnerships, the initiative may inject fresh momentum into these legacy American womenswear brands. It also signals a more proactive capital deployment trend within the fashion and lifestyle licensing sector.