Authentic Brands IPO: 5 things to know about the company behind Sports Illustrated, Forever 21 and Marilyn Monroe

Genuine Manufacturers Inc., the mum or dad of outlets Eternally 21 and 9 West, proprietor of Sports activities Illustrated and holder of the model title and rights to such legendary stars as Marilyn Monroe and Elvis Presley, has filed to go public.

The corporate is planning to commerce on the New York Inventory Trade below the ticker “AUTH.” BofA Securities, J.P. Morgan and Goldman Sachs & Co. LLC are the lead underwriters in a syndicate of 11 banks engaged on the deal.

Genuine Manufacturers could have three courses of inventory. The Class A and Class C shares will carry one vote, whereas the Class B shares will carry a number of votes, the corporate says in its IPO submitting paperwork. Class B stockholders will be capable to convert their shares to class A inventory below sure circumstances.

The corporate intends to make use of the proceeds of the IPO for basic company functions, in addition to repaying a few of its debt.

Learn: Soho House is going public: 5 things to know about the elite membership club before its IPO

Genuine Manufacturers describes itself as a model growth, advertising and leisure firm. “We personal the mental property of our manufacturers and obtain licensing revenues from a various world community of licensees throughout a spread of classes and territories,” it says in its prospectus.

Chief Govt Jamie Salter, who based the corporate in 2010, explains in a CEO letter together with within the paperwork that the corporate doesn’t really handle shops, stock or provide chains, however slightly licenses out these actions.

“We don’t manufacture something,” says the letter. “We’re a licensing enterprise and are purely targeted on model id and advertising.”

The enterprise mannequin permits the corporate to have a “robust” royalty program, an “asset-light” operation that doesn’t embody stock or retail lease prices and a concentrate on constructing and rising the manufacturers in its portfolio, the letter mentioned.

Salter, the previous head of Hilco Client Capital Corp., is recognized as a key determine within the prospectus, with greater than 30 years of expertise on this planet of life-style, vogue, sports activities and entertainment-brand companies. Salter introduced his 4 sons in to the corporate early on.

Corey Salter is now the corporate’s 32-year-old chief working officer. Kevin Clarke has additionally labored with the corporate since its begin in 2010, serving as chief monetary officer all through. Previous to becoming a member of Genuine Manufacturers, he was managing director at Barclay’s Capital. 

Additionally: Zevia IPO: 5 things to know about the zero-calorie beverage company before it goes public

Genuine Manufacturers has accomplished greater than 30 model acquisitions and works with 700 companions all over the world. Marilyn Monroe was the corporate’s first leisure model. A lot of its manufacturers had been bought out of chapter, together with Eternally 21 and Barneys.

Media reports say the corporate and Wolverine World Extensive Inc.

had been billion-dollar bidders for Adidas AG’s

Reebok athletic model lately, however the firm has dropped out of the working.

“Our platform combines the operational and monetary advantages of a standard model licensor with the model growth, advertising and long-term worth method employed by the world’s most profitable manufacturers,” the prospectus mentioned. Contracts are usually three to 10 years, often with long-term renewal choices.

“We personal the mental property of our manufacturers and obtain licensing revenues from a various world community of licensees throughout a spread of classes and territories.”

The corporate had web earnings of $211.0 million in 2020, up from $72.4 million in 2019.

Income reached $488.9 million, up from $480.3 million in 2019 and $331 million in 2018. Assured minimal royalties (GMRs) comprised 83% of 2020 income. Different income sources embody extra royalty income and royalties from the usage of the names, photographs and likenesses of the corporate’s leisure manufacturers. North America accounted for 79% of income in 2021.

Between 2016 and 2020, income grew at a compound annual development fee (CAGR) of 31%.

Gross merchandise quantity (GMV) was $9.7 billion in 2020, down from $13.5 billion in 2019. Every of Genuine Manufacturers’ seven largest manufacturers generated GMV of greater than $500 million in 2020.

Genuine Manufacturers has a “model growth flywheel” that features greater than 230 social media accounts, branded content material, and distribution throughout digital, retailer and different channels. The corporate additionally has greater than 17,000 emblems all over the world.

Genuine Manufacturers says it has recognized a complete addressable market (TAM) with gross market worth of $13 trillion, encompassing areas the place the corporate already has a presence, akin to clothes and media, areas the place the corporate has simply began to do enterprise, like meals and beverage, and others that the corporate has but to dive into, like alcohol, shopper electronics and cellular funds.

Genuine Manufacturers is an rising development firm, which implies it doesn’t should make the identical disclosures required of larger public firms. A enterprise stays an rising development firm till it reaches quite a lot of milestones, together with annual income of greater than $1.07 billion.

After the IPO, Genuine Manufacturers might be an umbrella partnership-C company, a construction that may enable fairness holders to proceed their possession with sure tax advantages, in addition to afford tax advantages to Genuine Manufacturers.

See: Dole IPO: 5 things to know about the fruit and vegetable giant before it goes public

Listed here are 5 extra issues to find out about Genuine Manufacturers earlier than its IPO:

The corporate’s spree of acquisitions is way from over

Genuine Model is anticipating acquisitions to achieve $520 million in 2021. That’s up from $261.6 million in 2020. In 2018, acquisitions totaled $657.4 million, and included the acquisition of the 9 West, Nautica and Vince Camuto manufacturers.

In keeping with License Global, which is targeted on the licensing trade, Genuine Manufacturers was the third largest licensor in 2020. Walt Disney Co.

took the highest spot, and Meredith Corp.

was quantity two.

Its acquisition report has left it with loads of goodwill

The corporate acknowledges that it has a “materials quantity” of goodwill and different intangible belongings, together with its IP, and that would lead to writedowns that might adversely impact its working outcomes.

As of March 31, it had goodwill of about $28.3 million, or about 1% of complete consolidated asset, and emblems and intangibles of about $2.2 billion, equal to about 69% of complete belongings.

“Any write-down of goodwill or intangible belongings ensuing from future periodic evaluations would, as relevant, both lower our web earnings or enhance our web loss and people decreases or will increase may very well be materials,” says the prospectus.

Genuine Manufacturers’ greatest licensee is an organization it owns with a mall REIT

Genuine Manufacturers’ greatest licensee is SPARC Group Holdings II LLC, the operator behind Nautica, Eternally 21, Aéropostale, Fortunate Model and Brooks Brothers. SPARC is collectively owned with mall REIT Simon Property Group
with every firm proudly owning 50% of the enterprise.

SPARC designs, manufactures and distributes the merchandise for these manufacturers, producing $2.6 billion in world retail gross sales in 2020, and $850 million for the three months ending March 31, 2021.

One of many dangers Genuine Manufacturers lists is the truth that it doesn’t wholly personal a few of its manufacturers and different belongings, together with a 50/50 three way partnership for the Tapout model with World Wrestling Leisure, Inc., and a minority curiosity in Elvis Presley’s residence and vacationer vacation spot Graceland.

“No matter whether or not we maintain a majority curiosity in or straight management the administration of those entities, our companions might have enterprise objectives and pursuits that aren’t aligned with ours, train their rights in a fashion wherein we don’t approve, be unable to satisfy their obligations, or construct their enterprise or exploit our IP rights in a fashion that harms the general high quality and picture of our manufacturers,” the prospectus mentioned.

Genuine Manufacturers has its eye on sports activities betting

The corporate goals to increase the Sports activities Illustrated model into sports activities betting and ticket gross sales. It entered into an unique partnership with on-line on line casino, sports activities betting and gaming operator 888 Holdings Plc on June 23 to develop a web-based sports activities betting and gaming operation within the U.S. for Sports activities Illustrated. Later this yr, the corporate expects 888 Holdings to launch SI Sportsbook in Colorado.

Additionally on June 23, Genuine Manufacturers acquired PVH Corp.’s

“heritage manufacturers,” together with Izod and Van Heusen. The transaction is predicted to shut within the third quarter.

And on June 1, Genuine Manufacturers purchased 51% of the mental property and different belongings of out of doors model Eddie Bauer for about $205.8 million in money.

And: PVH to sell Izod, Van Heusen and other labels to Authentic Brands in $220 million deal

The corporate has had the rights to at least one legend’s title challenged in court docket

Genuine Manufacturers has gone to court docket over Marilyn Monroe, and notes in its prospectus that state legal guidelines range almost about publicity rights for its leisure manufacturers.

“For instance, sure courts in California and New York have previously concluded that Marilyn Monroe’s proper of publicity didn’t survive her loss of life,” the prospectus says.

“Though we proceed to litigate the scope of our rights within the Marilyn Monroe model, we can’t assure that we are going to finally prevail in any such litigation and any unfavorable choice might materially and adversely have an effect on our enterprise and the market value of our Class A standard inventory.”


Hung is a Interreviewed U.S. News Reporter based in London. His focus is on U.S. politics and the environment. He has covered climate change extensively, as well as healthcare and crime. Hung joined Interreviewed in 2023 from the Daily Express and previously worked for Chemist and Druggist and the Jewish Chronicle. He is a graduate of Cambridge University. Languages: English. You can get in touch with me by emailing:

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