Unified Commerce Group (UCG) recently announced its acquisition of Greats Inc., a digitally-native footwear brand known for its premium sneakers for men and women. In addition, UCG has made a strategic investment in the womenswear retailer Böhme. The terms of both transactions remain undisclosed.

UCG acquired the Greats brand from US fashion and apparel maker Steven Madden Ltd. As part of the deal, UCG will take over operational responsibilities for the sneaker brand, while Steven Madden, through one of its subsidiaries, will become a shareholder in UCG.

“Greats pioneered the direct-to-consumer model in footwear and continues to captivate its customers with high-quality, stylish sneakers,” said Dustin Jones, CEO and founder of UCG. “We have long admired the brand, and the synergies with our existing apparel portfolio, coupled with its loyal customer base, present a fantastic opportunity to leverage our operational expertise for further growth.”

Founded in 2014 in Brooklyn, New York City, Greats is celebrated for its timeless and versatile footwear styles, earning a reputation for accessible, high-quality sneakers.

“We have known Dustin and his team for several years and are confident that Greats will find a strong strategic fit within UCG’s rapidly expanding portfolio of brands,” said Edward Rosenfeld, chairman and CEO of Steven Madden.

UCG, established in 2019, is a platform designed to help lifestyle brands scale through shared services, driven by data-informed customer insights and operational excellence.

With the acquisition of Greats, UCG now boasts a portfolio of three brands, including the Canadian fashion brand Frank And Oak and the LA-based athleisure brand Spiritual Gangster, acquired in 2020 and 2023, respectively.