Off-White™ Parent Company Acquires Majority Stake in AMBUSH
Now, the Japan-based brand will expand its range of offerings and open new locations.
New Guards Group, the Italian holding company behind labels including Off-White™ and Palm Angels, has acquired a majority stake in Japanese brand AMBUSH. Founded by Yoon Ahn and Verbal, AMBUSH will expand its offerings and re-locate some of its production to Italy following the acquisition. Additionally it will open new retail locations outside of Japan.
“We have established a very clear [idea of] what AMBUSH is about, visually, in terms of jewelry, and we can start implementing those elements into other categories at this stage,” Ahn told Business of Fashion. Online retailer Farfetch purchased New Guards Group back in 2019 — New Guards Co-Founder and Chief Executive Davide De Giglio explained the company’s move, citing the disparity between AMBUSH’s annual sales and brand recognition: “They did the right thing, they kept the market clean, they chose the best [wholesale], they did the right co-branding. That’s the reason why the name is maybe bigger than the business,” he said.
In case you missed it, check out the new AMBUSH x MATCHESFASHION capsule collection.
- Business Of Fashion