01.04.22
Branded Group, a New York- and Paris-based operator of digital-first consumer brands, has acquired men’s personal care and grooming brand Fresh Heritage. Founder Gamal Codner will stay heavily involved in the Atlanta-based brand, according to Branded, which say it intends to rapidly scale operations and reach to transform Fresh Heritage into a "powerhouse personal care brand for men of color."
The acquisition makes Fresh Heritage the fifth men’s care brand owned by Branded. The company's stable also includes Puracy, Viking Revolution and Un Air d’Antan as well as companies outside personal care.
Fresh Heritage was founded by Codner and his brother Jamil who were inspired during a trip to Northern Africa to create a high-quality, chemical-free personal care brand for men of color.
"From our first sourcing trip to Northern Africa, we knew that the quality of our ingredients would be the key to the success of our brand, and our ability to grow a community," said Gamal Codner, Co-Founder and CEO of Fresh Heritage, "The Fresh Heritage customer is a man who exudes confidence in other areas of his life but may not have total confidence in his grooming products & habits to match. He is seeking our products because they make him look the way he already feels." Fresh Heritage products are safe for every type of hair and race, but work especially well for Black men with coarse, kinky hair that needs a little extra attention and care.
"Branded aligns with our goals of expanding to a global community of men in need of quality products," continued Codner. "They have substantial experience scaling internationally and reaching consumers wherever they are. As a family operation, we truly wanted to reach more customers with a partner that shares our vision for the brand. We feel like Branded has both the technical expertise and brand philosophy to make things happen for us."
A purchase price was not disclosed.
Branded says it will will expand its Fresh Heritage’s reach domestically beyond the DTC space by bringing it to third-party marketplaces, leveraging its marketplace expertise and launch platform. Branded also plans to launch Fresh Heritage in new territories includind Europe and Canada.
"Fresh Heritage is a perfect match for Branded because we invest our time and capital into brands with passion and integrity" said Michael Ronen, president of Branded. "The team at Fresh Heritage should be proud of the quality of their product line, and the community they've built to go along with it. We're looking forward to continuing their success and growth."
The acquisition makes Fresh Heritage the fifth men’s care brand owned by Branded. The company's stable also includes Puracy, Viking Revolution and Un Air d’Antan as well as companies outside personal care.
Fresh Heritage was founded by Codner and his brother Jamil who were inspired during a trip to Northern Africa to create a high-quality, chemical-free personal care brand for men of color.
"From our first sourcing trip to Northern Africa, we knew that the quality of our ingredients would be the key to the success of our brand, and our ability to grow a community," said Gamal Codner, Co-Founder and CEO of Fresh Heritage, "The Fresh Heritage customer is a man who exudes confidence in other areas of his life but may not have total confidence in his grooming products & habits to match. He is seeking our products because they make him look the way he already feels." Fresh Heritage products are safe for every type of hair and race, but work especially well for Black men with coarse, kinky hair that needs a little extra attention and care.
"Branded aligns with our goals of expanding to a global community of men in need of quality products," continued Codner. "They have substantial experience scaling internationally and reaching consumers wherever they are. As a family operation, we truly wanted to reach more customers with a partner that shares our vision for the brand. We feel like Branded has both the technical expertise and brand philosophy to make things happen for us."
A purchase price was not disclosed.
Branded says it will will expand its Fresh Heritage’s reach domestically beyond the DTC space by bringing it to third-party marketplaces, leveraging its marketplace expertise and launch platform. Branded also plans to launch Fresh Heritage in new territories includind Europe and Canada.
"Fresh Heritage is a perfect match for Branded because we invest our time and capital into brands with passion and integrity" said Michael Ronen, president of Branded. "The team at Fresh Heritage should be proud of the quality of their product line, and the community they've built to go along with it. We're looking forward to continuing their success and growth."