Brand Onboarding

Brand aggregation is a popular business model in the e-commerce industry, in which a company acquires multiple brands and then operates them under a single umbrella. The process of acquiring a brand is complex and involves numerous steps, such as identifying the target brand, negotiating the purchase price, conducting due diligence, and closing the deal. However, the work doesn’t end there. After a brand is purchased by a brand aggregator, there are several key steps that occur to integrate the brand into the existing portfolio of brands.

Branding & Relaunching

After a brand is acquired, the new owner may choose to rebrand or relaunch the brand to align with the overall branding and marketing strategy of the parent company. This may involve creating new packaging and marketing materials, updating the brand’s website, and possibly renaming the brand altogether. The new owner will also work to establish a strong identity for the brand, differentiate it from the competition, and ensure that it appeals to the target audience.

Integration of Systems & Processes

The brand aggregator will need to integrate the new brand into its existing business model, including inventory management, logistics, and customer service. This may require substantial changes to established processes, particularly if the newly acquired brand has a different operational model. The brand aggregator will also need to ensure that the new brand is aligned with the company’s core values and meets its operational and financial objectives.

Product Development & Sourcing

Brand aggregators work with the newly acquired brands to identify opportunities for product development and sourcing. This may involve evaluating the existing product line and identifying gaps in the market that the brand can fill. The new owner may also work to streamline the sourcing and manufacturing process, identifying new suppliers or manufacturers and negotiating favorable terms to reduce costs.

Sales & Marketing

The brand aggregator will be responsible for developing and executing a sales and marketing strategy for the newly acquired brand. This may involve identifying new distribution channels, such as e-commerce platforms or brick-and-mortar retailers, and establishing relationships with key accounts. The new owner may also develop and execute a targeted advertising and promotional campaign to raise awareness of the brand and drive sales.

Scaling the Brand

The ultimate goal of brand aggregation is to scale the brands and increase their profitability. The brand aggregator will need to work closely with the newly acquired brand to identify opportunities for growth, including expanding into new markets, launching new products, and increasing sales through targeted marketing and promotions. The new owner will also need to carefully monitor the performance of the newly acquired brand and make adjustments as needed to ensure that it is meeting its operational and financial objectives.
The process of integrating a newly acquired brand into a brand aggregator’s portfolio is complex and requires careful planning and execution. The brand aggregator will need to work closely with the new brand to rebrand and relaunch it, integrate it into existing systems and processes, identify opportunities for product development and sourcing, develop a sales and marketing strategy, and ultimately scale the brand to increase its profitability. With a strong commitment to these steps, a brand aggregator can successfully integrate a new brand into its portfolio and drive long-term growth and success.
Linton Group enters the picture after the LOI is signed but before the acquisition in order to mitigate risks and identify cost reduction and supply chain optimization. As this work is completed prior to acquisition, the cost savings and optimization features can be implemented immediately upon purchase. This allows for accurate profitability forecasting and immediate success upon integration into the aggregator brand. Contact Linton Group today to identify how we can help your business increase profitability and streamline the acquisition process.