In an interview with SGB, John Anton, CEO, Badger Sportswear, said its acquisition of Alleson Athletic helps position the company as the preeminent “one-shop” solution for dealers across the country. The deal also signals that Badger is indeed ramping up its growth ambitions following its own acquisition last August by private-equity firm CCMP Capital Advisors.
The deal was made public last Friday. Terms weren’t disclosed.
“Badger has been on a journey of transformation and growth,” Anton told SGB. “Since Badger’s ownership change more than one year ago, we have put significant investments in place to better serve our customers – building out our inventory and distribution capabilities. This announcement is another example of how we are responding to our customers’ needs and investing for long-term growth.”
Alleson Athletic, founded in 1933 and based in Rochester, NY, is also highly complementary to Badger. Badger, based in Statesville, NC and founded in 1971, is a leader in fan wear, spirit wear and practice and workout apparel while Alleson specializes in team uniforms.
Together, the businesses are expected to offer a wider range of quality apparel, more customized product options, and rapid fulfillment and service for team dealers, decorators and collegiate bookstores.
“Our two companies share the same heritage of service, built over decades of providing unparalleled support for dealers nationwide,” further added Anton. “With less than 15 percent overlap in product portfolios, combining Badger’s fan and spirit wear with Alleson’s uniforms will make the combined company the top one-stop-shop source for team dealers and decorators nationwide. It is the recognition of this enormous opportunity that drove the decision to put these two companies together.”
By merging the two businesses, Badger will gain significant capabilities in custom sublimation and uniform design and decoration, all of which, Anton noted, have become increasingly important to customers in the sportswear market in recent years. This combination will also allow Badger to offer customers the complementary Alleson product line, which includes its complete in-stock uniform offering, Alleson Cheerleading, CHROMAGEAR custom sublimated apparel, NBA licensed apparel, and New Balance Warrior/Brine team apparel.
Alleson also has a license for team uniforms with Under Armour youth, high school and collegiate teams that will continue. Under the arrangement, Under Armour handles sales and marketing, Alleson oversees manufacturing and servicing accounts, and the two collaborate on product development.
Anton will lead the combined company while Todd Levine will stay on as president of Alleson and continue to oversee Alleson.
For now, no changes are expected. Alleson will remain based in Rochester. Said Anton, “The businesses will continue to operate as separate entities, while sharing best practices and integrating capabilities.”
In an interview with WXXI News in Rochester, Levine, the great-grandson of Abe Levine, likewise said he doesn’t anticipate any changes to its local employee base. Indeed, he expects combining two companies with “such common characteristics and strengths” may very likely lead to expansion in the region.
“This is a growth story, this is about investing in the business to create opportunities and we have great people that work at Alleson and we look forward to a long track record of just growing and getting stronger and being in Rochester,” said Levine.
The deal is expected to close by the end of November.
Photo courtesy Alleson Athletic
