Americana is a fashion operator, specialising in streetwear and lifestyle brands, namely Bench and Hooch. The brands are backed by Nayaf Marar and Simon Hauge, two talents in the fashion space, and are renowned for being worn by the likes of Robbie Williams and Oasis.
Livingbridge invested to differentiate and develop each brands’ strategy to avoid brand confusion, and to contribute towards the growth acceleration of the group as a whole.
The right tools for growth
We helped to build out the senior team, appointing a chairman, managing director and financial director, as well as strengthening second tier management. We also designed an organisational structure that fitted around the needs of the founders, creating the right environment for rapid international growth without crowding out the talents of its founders.
We rolled out an expansion programme across Europe, North America and Asia. The company delivered strong organic growth, becoming core brands in their markets. In 2002, 1% of their revenue came from outside the UK. Five years later this had increased to 14%.
We invested in IT, financial systems and warehousing technology to ensure the business had the right platform for forecast future growth across all its trading territories.
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