Admiral sports brand to be revived by investors
British football apparel brand Admiral is to be brought back to life after being bought by a firm based in Manchester, UK.
The rights to the label have been bought for an undisclosed sum by Admiral Sportswear, which was established for the acquisition.
The company plans to start manufacturing sport and fashion apparel under the Admiral brand, for sale throughout Europe, the Middle East and north Africa.
The move sees Jonathan Hamburger installed as managing director and former Umbro and JD Fashion executive, Tim Gardiner appointed as sales and marketing director.
Mr Hamburger said: “We’re delighted to have acquired such an iconic British sports brand, with nearly 100 years of heritage, and believe the opportunities to re-energise and grow the brand throughout Europe are endless.
“An important part of the future success of the brand is the building of a strong and experienced team for Admiral and I’m delighted to have Tim Gardiner on board as we now look to develop our plans for the UK and the appointment of licensees throughout the territories we own in Europe and other countries.”
Admiral was internationally popular in the 1970s, 1980s and early 1990s as a football apparel brand. It supplied the England team, as well as clubs including Manchester United, Leeds United and sides that played in the former North American Soccer League.
The plans to resurrect the label involve introducing three product collections: Football Performance is aimed at the professional and amateur markets; Admiral Gold will be a fashion range, while a lifestyle collection will be a ‘back catalogue’ of classic Admiral designs.
Admiral Sportswear will make footwear, clothing and accessories and the firm is exploring manufacturing options across Europe.
Mr Gardiner said: “There is definitely a resurgence of British heritage brands and there is an appetite for these products across the world.
“Having worked with the new owners of the Admiral brand on their plans prior to the completion of the acquisition, it became clear that, with the introduction of a defined plan for the brand, coupled with the inherent demand for these brands, this was a great business to be part of.”
