Many media reported about PVH acquiring Tommy Hilfiger. And some mentioned the existing relationship of licensee and licensor. For years PVH has been the Tommy Hilfiger licensee for the core product group, menswear.
Another case of licensee buying the licensed brand got much less attention, except from PMA. Since 2007 RCP Technik has been the licensee of the iconic Rollei brand, see here. Now RCP acquired the brand.
In our opinion, what so far probably has been happening by chance or for a lack of other options, should be considered as a strategic alternative for proprietors of companies and trademarks.
Many entrepreneurs looking for solutions how to pass on their companies should consider a licensing model first with the possibility to sell the company and the trademarks later to the licensee.