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BUSINESS NEWS

Licensed Sales Fuel Explosive Growth at Sequential Brands

By Glenn S. Demby, Esq.

Sequential Brands had showed third quarter (Q3) sales for the ages, more than doubling year-over-year revenues from $10 million to $23 million. Because Sequential’s business model centers on acquiring and then licensing out brands, almost all of this money is royalty income.

Here’s a performance breakdown based on CEO Yehuda Shmidman’s conference call briefing.

  • Driving the most growth within the Lifestyle vertical was Heelys, the skate brand that Sequential acquired and licensed globally to BBC International in 2012. Heelys has “grown exponentially,” both domestically and internationally, according to Shmidman.
  • The stars of the Active vertical were And1 and Avia with combined growth of 14%, thanks in large part to recent exclusives with Wal-Mart.
  • As usual, the billion-dollar Jessica Simpson brand led growth in the Fashion vertical.

Reinforcements are also on the way. Sequential recently acquired Joe’s Jeans and will soon merge with Martha Stewart Living Omnimedia.

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