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Fashion Retail Acquisitions

South Moon Under Was Purchased by Ames Watson a Private Equity Firm

— May 8, 2021 — Business
The fashion company South Moon Under is being purchased by a private equity firm named Ames Watson, marking the fourth retail company acquired by the firm since it was created in 2018.

South Moon Under was originally launched 50 years ago as a surf comany in Ocean City, Maryland, and subsequently became a company that sells clothing, swimwear, housewares, and more. Currently South Moon Under has 30 locations in the United States. Among the other retail acquisitions was Lids, the hat company acquired by Ames Watson in 2019. Lids was purchased from Genesco for approximately $100 million.

"There is a lot of untapped potential for expansion here while keeping the brand's key values of an unparalleled in-store experience, a customer-first mentality, and on trend merchandising," said Ames Watson Co-Founder and Partner Lawrence Berger on the acquisition of Soth Moon Under.

Image Credit: Shutterstock
Trend Themes
1. Private Equity Acquisitions - The trend of private equity firms purchasing established retail companies, such as Ames Watson acquiring South Moon Under, provides opportunities for further investment and expansion.
2. Expanding Retail Presence - As demonstrated by South Moon Under's 30 locations, expanding retail presence across multiple locations can be a successful trend for fashion companies.
3. Diversifying Product Offerings - South Moon Under's success in selling clothing, swimwear, housewares, and more highlights the trend of diversifying product offerings and appealing to a wider customer base.
Industry Implications
1. Fashion Retail - The fashion retail industry can benefit from trends in private equity acquisitions, expanding retail presence, and diversifying product offerings to remain competitive and grow their business.
2. Private Equity - Private equity firms, such as Ames Watson, have the opportunity to acquire established retail companies, invest in expansion, and potentially increase profits through diversifying product offerings.
3. Retail Real Estate - As retail companies expand their presence with multiple locations, retail real estate may be a growing industry in demand for leasing and sale of commercial properties.
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