Danish brand house BTX Group is to sell off its portfolio of young fashion brands including Blend, Ichi and FQ1924 to Danish fashion group DK Company for an undisclosed sum.
The deal, which includes all of BTX’s seven young fashion brands B Young, Blend, Fransa, Ichi, FQ1924, Dranella and Gestuz, is expected to complete on July 1. BTX is instead looking to move away from young fashion to focus on its mainstream womenswear offer.
As a result of the deal, BTX Group will be left with seven predominantly mainstream womenswear brands: Brandtex, Ciso, Imitz, Jensen Women, Share Female, Signature and Veto.
According to Jesper Roe, chief executive of BTX Group, the sale will give the young fashion brands the best possible basis for targeting their intended customers.
“It allows us at BTX Group to focus 100% on our classic division,” he added.
DK Company, which already owns young fashion brands including Kaffe, Cream and Kön & Mön, will become the third-largest fashion group in Denmark as a result of the deal.
“We are strengthening our [young fashion] division with BTX’s portfolio of brands,” said Jens Poulsen, founder and chief executive of DK Company.
Distributors of the brands in the UK don’t believe the deal will mean any changes for stockists here.
“It shouldn’t affect us in any way,” said David Blundell, partner at Cord Agency, which distributes Blend.