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Marquee Brands buys Dakine

Published December 5, 2018

HOOD RIVER, Ore. (BRAIN) — Dakine, an outdoor sports lifestyle brand that offers bike clothes and bags, has been acquired by Marquee Brands LLC, a brand management company that owns the Bruno Magli and Body Glove brands, among others.

While Marquee bought Dakine's brands and IP, the company has entered into a long-term license agreement with JR286, which has acquired the operating assets of Dakine and will become Marquee Brands' long-term operating partner for the brand.

Dakine was founded on Maui's North Shore in 1979 and is currently based in Hood River, Oregon, and Annecy, France. Its first product was a surf leash. It now offers products for surf, ski/snowboard, bike, kiteboard and wind surfing. In the bike market, it offers clothing and protective gear, bike travel bags, hydration packs and tailgate pads.

Marquee Brands and JR286 said they will maintain dedicated teams for the brand in Hood River, Los Angeles and Annecy. Ken Meidell, Dakine's current CEO, will be joining the Marquee Brands team.

"Marquee Brands' vision is to intensify Dakine's focus on producing high-quality products for its snow, surf and bike customers while also pushing the brand to explore exciting and uncharted waters. The team at JR286 is world-class and we're thrilled to be partnering with them to help realize this brand's full potential. We are also proud to have a team of brand enthusiasts from Dakine, led by Ken, joining the Marquee family," said Michael DeVirgilio, the president of Marquee Brands.

JR286 founder, president and CEO Jonathan Hirshberg said, "We are extremely excited to join forces with Marquee Brands as their operating partner in this acquisition. For years, as a passionate sport and outdoor enthusiast, I truly appreciate the Dakine brand, its long-standing heritage on the mountain and in the water, and the success it has achieved by staying true to its core consumer."

He added, "We are excited to begin working with the talented Dakine team members around the globe. Their expertise sits right in our wheelhouse of design, engineering, sourcing and global commercialization. We can't wait to get started." 

 

Topics associated with this article: Mergers & Acquisitions

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