Locus Capital Partners (Locus), a cross-border M&A advisory firm, is pleased to announce that a mountain and outdoor apparel specialist Millet Mountain Group, part of the Swiss holding Calida Group, sold its Eider trademark to K2 Group, a Korea-based company holding various outdoor apparel brands. Locus acted as a sole financial advisor to Calida Group in this transaction.
Millet Mountain Group gathers together a conglomerate of three historical highly specialized outdoor and sports apparel brands: Millet, Eider and Lafuma. This group has French origins though it has become part of Calida Group, a Swiss holding company that also owns brands like Oxbow and the underwear brand Aubade among others. The three brands of Millet Mountain Group are Millet, technical and Alpine focused brand; Lafuma, horizontal accessible urban travel brand offering footwear, apparel and accessories, though specialized in functional backpacks; and Eider, a transversal protective brand that can be used for skiing but also in the city.
Through the sale of the Eider trademark to K2, Millet Mountain Group is planning to focus on the two remaining core brands: Millet and Lafuma in order to increase market share in global outdoor apparel industry. K2 Group is expected to expand its business into global market including China through the acquired global Eider trademark.
Locus acted as a sole financial advisor to Calida Group by managing and executing the entire deal processes ranging from identification of prospective bidders to trademark valuation, financial and legal advisory, price & SPA negotiation.