Nicce, an East London streetwear brand, has been purchased by Apparel Brands Ltd, which announced that it will assume licencing for Nicce apparel in both wholesale and e-commerce. The deal’s financial details weren’t made public.
The new owners’s CEO Peter Wood said of the deal: “Nicce is a brand with a rich background within streetwear and youth lifestyle. Over the last 10 years, the team has built a strong business and continues to grow equity in the brand. With Nicce becoming part of Apparel Brands Ltd, we will embed it within an established global operation with investment behind scale in supply chain and the ability to reach new markets.”
Nicce further stated that it “looks ahead and will focus on strengthening its wholesale business and driving e-commerce and international expansion” with the “help and guidance” of Apparel Brands.
Across a portfolio of international brands, Apparel Brands designs, sources, markets, and sells licenced apparel, loungewear, knickers, swimwear, and accessories. These include, among others, Bench, Seafolly, Smith & Jones, Farah, and Ed Hardy.
It also stated that it would “diversify its portfolio” and “bring Nicce on board to support strategic initiatives, particularly around choice and premiumization” with this acquisition.
Nicce is still offered through retail partners and on the company’s website, nicceclothing.com.
