Fanatics announced the acquisition of WinCraft, a licensed sports manufacturer in the hardgoods categories. With the move, Fanatics now adds hardgoods and non-apparel to its vertical commerce business and setting up a hardgoods center in Winona, MN.
The WinCraft acquisition follows Fanatics move in September to acquire certain assets from Vetta Brands, including Top of the World (TOW), the collegiate headwear license. The move added headwear to Fanatics‘ vertical manufacturing capabilities and supports its college sports licensing business.
“Fanatics now adds world-class hardgoods manufacturing expertise through WinCraft, a healthy company with approximately $100 million in annual sales,” Fanatics said in a statement.
WinCraft, established in 1961, has been under the leadership of industry icon Dick Pope for the last 42 years. Fanatics said Pope has decided to retire and while there was strong interest from a number of companies, he determined Fanatics was the ideal home for WinCraft’s continued growth, innovation, brand stability, and long-term commitment to the licensed sports and products industry.
To ensure a seamless transition, the WinCraft brand will continue and now operates under the Fanatics Brands division. WinCraft’s current president John Killen, who has 35 years of industry experience, will lead the hardgoods vertical for Fanatics and will join the company as SVP and president of WinCraft reporting directly to Molly Adams, Fanatics EVP and Chief Integration & Transformation Officer, Fanatics Brands.
Adams recently joined Fanatics and has extensive experience in global merchandising, product development and business integration having worked for Famous Footwear and The Walt Disney Company. Adams recently resigned as president of Famous Footwear. Both Killen and Scott Shuler, who leads TOW, will report to Adams.
Fanatics will retain its operations in Winona, MN, the base of WinCraft’s operations for 60 years. Additional WinCraft offices in Iowa and Florida will be added to Fanatics’ corporate footprint.
Fanatics said it is in the process of consenting over rights from WinCraft’s extensive partner roster including more than 700 colleges, all professional leagues and teams, all championship events, select European and Premier League teams, the Olympics, NASCAR, Disney, and more.
In August, Fanatics closed its $350 million Series E funding round with the goal of accelerating its vertical commerce business which valued the company at $6.2 billion, up from a $4.5 billion valuation its last funding round in 2017.
