Brand Value

Intellectual property – established brands – is undervalued still. Although they are core assets, two examples:

After the pandemic, a German producer of paper household products (brands Hakle, Hakle Feucht, Dick & Durstig) went into reorganization. The company was saved, because Italian Sofidel bought the German trademarks. The production was of no interest.

The fashion label Superdry suffered from the pandemic. And it is under pressure from fast fashion like H&M and Zara, as well as ecommerce marketers like Amazon and Shein.  For GBP40 millions Superdry sold its Asian brand rights and improved its capital base and share price.