Seardel Investments: Brand ID unit buys sports label rights

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Sports and lifestyle company Brand ID has acquired a full portfolio of sports brands from Super-Brands, which boasts rights to labels such as Slazenger, Dunlop Sports and Karrimor, among others. Brand ID, which is a subsidiary of the listed Seardel Investments controlled by Hosken Consolidated Investments, said this deal would make it one of the largest marketers and distributors of sports and lifestyle brands in South Africa. Brand ID owns Speedo South Africa and the iconic Nelson Mandela Foundation-linked 46664 brand, among others. Brand ID said the acquisition, effective on April 1, would develop stronger partnerships with retailers for a more holistic offering. It would also benefit Seardel’s strategy on branded product distribution. Seardel’s shares closed 2.44 percent up at R2.10 yesterday. – Nompumelelo Magwaza

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