On March 21, Chinese menswear group Saint Angelo (SZ.002154) announced via an official filing that it has acquired the global intellectual property rights (excluding Europe) of the Woolrich brand.
According to the press release, the total consideration for the acquisition is €50.83 million, based on the exchange rate and tax rate on the contract signing date). This amount includes the valuation of the intellectual property involved in the transaction, a five-year product procurement and brand consulting agreement, as well as related taxes payable by both parties in China. The total consideration represents 8.84% of the company’s most recently audited net assets.
To further strengthen its competitiveness and international influence in the industry, Saint Angelo continues to advance its multi-brand strategy and seize opportunities for strategic brand acquisitions. The company has entered into an agreement with Woolrich International Limited, Woolrich Inc., Woolrich Europe S.p.A, Woolrich Outdoor Foundation, and John Rich and Sons Investment Holding Company (collectively referred to as the “Woolrich Group”) for the acquisition of Woolrich’s global intellectual property outside Europe. The IP transfer has recently been completed.
Following the completion, Saint Angelo now owns the rights to apply for, register, and operate trademarks—including the core “Woolrich” trademark—covering all product categories, as well as associated domain names and copyrights, in 26 countries and regions outside Europe, including China (the Chinese Mainland, Hong Kong, Macao, and Taiwan), the United States, Canada, Australia, New Zealand, Japan, and South Korea. The Woolrich Group retains IP rights in Europe and will continue operating the Woolrich brand there, including product development, brand marketing, manufacturing, and sales.
To ensure the continuity of global operations, Saint Angelo has authorized the Woolrich Group to continue fulfilling existing licensing and distribution agreements in regions covered by the acquisition (such as the US and Japan). In return, the Woolrich Group will pay Saint Angelo brand royalties. As of now, these royalties have not had a material impact on Saint Angelo’s financial performance. In addition, the two parties signed a five-year agreement for product procurement and brand consulting services to maintain a consistent brand image and product positioning for Woolrich worldwide.
Looking ahead, Saint Angelo and the Woolrich Group plan to collaborate deeply across multiple areas. Leveraging Woolrich’s nearly 200-year legacy and global brand presence, Saint Angelo will establish an R&D center in Shanghai to integrate global supply chain resources and enhance product development. The company will also expand global brand marketing efforts to boost brand value. Its international business model will include direct retail, franchising, brand licensing, and e-commerce to support steady global expansion.
According to the filing, Saint Angelo intends to acquire land in the West Hongqiao Business District of Shanghai to construct the Shanghai R&D Center and Yangtze River Delta Headquarters. The proposal has been approved by the company’s board of directors. With a total investment of approximately RMB 300–400 million [USD 41.2–54.9 million], the new facility will include an R&D and design center, a smart retail research center, and a vocational training center.
Saint Angelo noted that Woolrich is one of the oldest premium outdoor brands in the United States. It was founded by John Rich in 1830 in Pennsylvania. The Rich family originally specialized in wool textiles and became a designated supplier of military blankets during the American Civil War due to their high-quality wool products.
In 1939, Woolrich outfitted famed U.S. Navy Admiral Richard Byrd for his Antarctic expedition. Since then, Woolrich expanded into hunting and skiing apparel, earning strong consumer recognition. After nearly two centuries of development, the brand now covers a wide range of product categories including vintage American casualwear, outdoor gear, kidswear, and home textiles. As a hallmark of high-end lifestyle branding, Woolrich has established robust online and offline sales channels and distributes products across dozens of countries and regions. Its iconic products include buffalo plaid shirts, Arctic parkas, expedition coats, and buffalo plaid wool blankets—the red-and-black buffalo check becoming one of fashion’s most recognizable design elements.
“The acquisition of Woolrich’s IP in 26 countries and regions aligns with our core apparel business and multi-brand strategy, enhances our brand portfolio, and marks a critical step in our international expansion,” the release stated. “With over 30 years in the apparel industry, all our brands are positioned in the mid-to-high-end segment. We’ve built a membership base of several million, established over 1,800 offline retail points, and our online sales now exceed RMB 800 million [USD 109.9 million] with steady growth. This provides a strong foundation for Woolrich’s rapid development through synergies in customer base, distribution channels, and supply chain. The acquisition supports our pursuit of high-quality, stable, and sustainable growth, while leveraging Woolrich’s global recognition to accelerate the internationalization of our other brands.”
｜Source: Official press release
｜Image Credit: Company website
｜Editor: LeZhi
