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.
I look back fondly on a dinner in Munich early in the investment. Simon Hague and I had just persuaded Hanjo Argendorff to join the Americana journey and head up Export Sales. We knew we had a nugget in the Northern European opportunity and the meeting of minds was a special moment.
Our partnership with Livingbridge has been a fantastic success and together we’ve taken Americana to new levels.