FAM Brands LLC has acquired the Zobha brand of activewear from Kellwood Co.

This story first appeared in the August 12, 2013 issue of WWD. Subscribe Today.

WWD reported in June that Kellwood had entered into an agreement to sell the Zobha brand to an agreement to sell the Zobha brand to an “undisclosed third party.” Both Kellwood and Zobha said in May that strategic options for the brand would be explored. Kellwood bought the Mill Valley, Calif.-based firm in 2011.

The premium Zobha label will round out FAM’s activewear and casualwear portfolio for men, women and children, which includes Marika, Balance Collection, Bally Total Fitness, Tehama, Peace and Pearls and La Vie Jet Setter.

Frank Zarabi, owner and chief executive officer of Commerce, Calif.-based FAM Brands, said the acquisition adds “further breadth and depth” to the company’s roster of international brands.

“In recent years, the activewear and related casualwear markets have seen and continue to see strong and consistent growth, and there is every reason to believe that they will continue to expand,” said Zarabi, whose company generates wholesale revenues of $250 million.

“From the start, we at FAM Brands have had our fingers on the pulse of that exciting market. By building on the solid foundation of our original Marika and Balance Collection with a series of judicious acquisitions, we have grown our brand portfolio so that we now reach virtually every niche area of that market, both in price and in style. Zobha is the latest of these acquisitions, and it fits in perfectly at the top of our range by enabling us to reach an important new group of customers,” said Zarabi.

A purchase price was not available but Zarabi did say Zobha generates annual wholesale volume of $10 million. Zobha, which was founded in 2008, retails from around $50 to $150 and is sold at high-end yoga studios, spas and gyms in the U.S., Zobha.com, and in 26 countries worldwide. Main markets include North America, South America, Eastern Europe and Southeast Asia.

Zarabi added that he plans to open a retail chain of several hundred Zobha stores in the U.S. and the international marketplace over the next five years, beginning in 2014.

Focused on upscale, yoga-inspired activewear, styles include a variety of performance tops and bottoms as well as softly contoured casualwear such as tunics, hoodies, pullovers and jackets. The collection also features a range of accessories such as mats, headbands and water bottles.

Carrie Henley, executive vice president and general manager of FAM Brands, said the addition of the Zobha name “rounds out our good, better and now best brand strategy.”

“Zobha is a Sanskrit word meaning ‘grace, beauty and brilliance’….We want to continue building the brand on the foundation for which is was created and plan to stay true to creating beautiful, high quality products,” said Henley.

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