New Guards Group, the Italian group company behind labels including Off-White™ and Heron Preston, has taken a majority stake in Yoon Ahn and Verbal’s AMBUSH label. The Japan-based brand is the latest addition to the parent company’s portolio, which also includes Palm Angels and Peggy Gou’s Kirin label. New Guards Group was purchased by Farfetch for $675 million USD in August 2019.
Also speaking about the news, AMBUSH co-founder Ahn added that “we have established a very clear [idea of] what AMBUSH is about, visually, in terms of jewellery, and we can start implementing those elements into other categories at this stage.”
Following the acquisition, AMBUSH is set to grow its reach with more international stockists and new categories. Additionally, a large section of its ready-to-wear production will now be produced in Italy, although some categories including jewelry and denim will remain in Japan. The brand is also set to open its own retail locations outside of Japan.
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