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Industry NewsA&P assets sold to private equity firm

A&P assets sold to private equity firm


The assets of A&P and Waldbaum’s have been sold to American Legacy Brands of Brooklyn, NY.

The purchase was made in June of last year and included all intellectual property assets, including web URLs and logos, says The Shelby Report.

ALB was established by private investors to purchase existing or defunct brands with a view to bringing them back to market.

“This was a great move for our company, as the nostalgic power of these two brands are unequaled in the marketplace for any type of business,” Steven Shamula, ALB president of business development told The Shelby Report.

Shamula sketched three possible strategies ALB might pursue to leverage its newly acquired assets:

  • work with a licensing agency to leverage manufacturer relationships and sell into retail operations.
  • pursue direct-to-retail licensing.
  • have existing supermarket operators reopen under these banners.

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