Apparel Brands diversifies portfolio with streetwear brand Nicce acquisition

Apparel Brands, the licence owner of Seafolly, Ed Hardy and more, have acquired East-London based streetwear brand Nicce, enabling the company to license its products across wholesale and ecommerce.

Inspired by East London's diverse culture and its ever-growing music scene, Nicce creates minimalist streetwear designs. By acquiring Nicce, Apparel Brands ltd plans to offer "support and guidance", with a focus on strengthening Nicce's wholesale business and accelerating its e-commerce and growth on a global scale in the coming months.

Apparel Brands designs, sources, markets and sells licensed clothing across a portfolio of global brands. Through the new acquisition, the company continues to diversify its portfolio, with the business highlighting that onboarding Nicce will support its strategic moves, in particular "premiumisation".

Peter Wood, CEO of Apparel Brands Ltd, commented: "Nicce is a brand with a rich background within streetwear and youth lifestyle.

"Over the last 10 years, the Nicce 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 is currently still available online at nicceclothing.com and and through retail partners.