A&P, The Great Atlantic & Pacific Tea Co., and Waldbaum’s supermarket banners have been sold to American Legacy Brands (ALB) of Brooklyn, New York, The Shelby Report has learned.
ALB, an undisclosed buyer at the time, purchased the assets of the two brands in June 2018. The sale involved all intellectual property assets, which included web URLs and logos.
Hilco Streambank, an advisory firm specializing in intellectual property disposition and valuation, completed the sale on behalf of The Great Atlantic & Pacific Tea Co.
“We are pleased to have assisted in the sale of these intellectual property assets. Such supermarket banners, including A&P and Waldbaum’s, have a long and rich history,” said Hilco Streambank SVP Richelle Kalnit. “We are excited to see how the new owners of these brands will continue the legacy.”
ALB is a newly established company founded by private investors who purchase existing or defunct brands and bring the brands back to market.
“This was a great move for our company, as the nostalgic power of these two brands are unequaled in the marketplace for any type of business,” said Steven Shamula, president of business development at ALB.
According to Shamula, the following are three scenarios to leverage these assets:
- Work with a licensing agency to leverage manufacturer relationships and sell into retail operations.
- Direct-to-retail licensing.
- Have existing supermarket operators reopen under these banners.
Keep reading:
