Hero Brands
Hero Brands is a franchise and licensing company that partners with content creators and established consumer brands to build and scale restaurant and lifestyle concepts, operating over 200 global locations across Sides, GDK, and Duck & Dry, with a proprietary ETPR equity model giving creators ownership in the brands they build.
- Company typePrivate
- Founded2014
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Hero Brands does
Hero Brands is a franchise and licensing company founded in 2014 that partners with content creators and established consumer brands to build and scale restaurant and lifestyle concepts across multiple categories. The firm operates a multi-brand portfolio spanning over 200 global locations, with its portfolio including Sides (a QSR fried chicken chain co-founded in 2021 with YouTube collective The Sidemen), GDK (a donut concept), and Duck & Dry (a beauty/blow-dry chain). Its core platform combines capital deployment, operational expertise, and a proprietary ETPR (Equity To Partner Revenue) model that grants creators equity ownership in the brands they help build, rather than relying solely on traditional licensing or endorsement fees.
The firm's underlying technology is a franchise and licensing platform infrastructure for scaling creator-led brands across food, beauty, lifestyle, and media sectors. Proprietary components include the ETPR creator equity model and access to a creator network spanning more than 500 million engaged followers through partnerships with the Sidemen (22M YouTube subscribers), TikTok star Khaby Lame, recording artist Stefflon Don, and creator Ben Nuttall. In October 2025, Hero Brands launched Hero NXT, a standalone talent and licensing agency that institutionalizes the ETPR model and operates alongside the legacy franchise business.
Hero Brands' business model centers on three revenue streams: franchise fees and ongoing royalties from restaurant partnerships (notably Sides' expanding UK and international footprint); talent agency and licensing revenue through Hero NXT's creator equity and brand development services; and partnership expansion fees, exemplified by the April 2026 Duck & Dry beauty-sector partnership. The company serves two primary customer segments: creator talent seeking to monetize audiences via brand ownership, and restaurant/consumer-brand operators needing capital and infrastructure to scale. Geographic reach spans the UK (70+ restaurants in London), Singapore (live), and planned markets in India, Malaysia, and the UAE.
Hero Brands firmographics
Firmographics- Name
- Hero Brands
- Website
- https://herobrands.co
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hero Brands is a franchise and licensing company that partners with content creators and established consumer brands to build and scale restaurant and lifestyle concepts, operating over 200 global locations across Sides, GDK, and Duck & Dry, with a proprietary ETPR equity model giving creators ownership in the brands they build.
- Ownership category
- akta.pro rank
Hero Brands industry classification
Industry- Product category
- Restaurant Franchising & Brand Licensing
- NAICS
- Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Celebrity/Influencer-Led Virtual Brands (THAFAJAE)
- akta.pro secondary industries
- Creator Partnerships & Sponsorship Sales (Brand Partnerships) (MPAAAHAK), Brand Partnerships & Endorsement Agencies (MPAIAGAF), Celebrity & Influencer Talent Booking (HSACAHAE), Brand Strategy & Identity Systems (MPAAAEAA)
Keywords
Where Hero Brands is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Hero Brands business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Franchise Fees and Royalty Revenue: Hero Brands generates revenue through franchise partnerships with creator-led restaurant brands, collecting fees and ongoing royalties based on location counts and revenue generated by franchise operators
- Talent Agency and Licensing: Hero NXT agency model generates revenue through creator partnerships, licensing deals, and brand development services, with creators holding equity stakes in brands they build
- Partnership Expansion Fees: Revenue from partnering with established brands (like Duck & Dry) to expand into new sectors like beauty, providing growth infrastructure and operational support
Distribution channels3 records
Marketing channels3 records
Hero Brands product offering
Product offeringCore offering
Hero Brands is a business development partner that builds, scales, and operates creator-led consumer brands across food, lifestyle, beauty, and media through a franchise and licensing platform. The company co-develops restaurant concepts (Sides, GDK), category-expansion partnerships (Duck & Dry in beauty), and a talent/licensing agency (Hero NXT) under an ETPR model that gives creators equity ownership in the brands they help build, supported by capital, operational expertise, and access to a 500M+ creator-follower network.
Product overview
Hero Brands is a global franchise and licensing company operating a multi-brand portfolio in media, licensing, lifestyle, and food and beverage sectors. The company operates over 190 locations globally, with brands including Sides (QSR fried chicken chain founded with YouTube collective The Sidemen), GDK, and Duck & Dry (beauty industry expansion). In October 2025, the company launched Hero NXT as a talent and licensing agency focused on creator-led innovation. The portfolio includes over 70 restaurants in London and more than 200 locations globally.
Differentiator
Problem solved
Functional benefit
Brands
- Hero NXT: A talent and licensing agency focused on creator-led innovation and brand development, operating under an ETPR model that gives creators equity ownership in the brands they build
- Sides
- GDK
- Duck & Dry
Products and services
- Hero NXT Talent and licensing agency that develops creator-led brands across food, lifestyle, beauty, and media sectors and grants creators equity stakes in the brands they build, providing partners access to a 500M+ follower network.
- Sides QSR fried chicken chain brand co-founded by The Sidemen YouTube collective and Hero Brands, operated via franchised restaurant locations across the UK and internationally.
- GDK (Glazed Donut Generation) Restaurant brand within Hero Brands' portfolio operating across London and global locations, contributing to the company's 200+ restaurant footprint.
- Duck & Dry Partnership Strategic brand partnership under which Hero Brands supports Duck & Dry's expansion in the beauty industry, providing growth infrastructure for 10 new UK stores.
Quantifiable outcome
- 200+ global restaurant locations
- +2 more outcomes
Companies that use Hero Brands
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Hero Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Hero Brands partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- The SidemencoreThe Sidemen YouTube collective (22M subscribers) founded Sides chicken chain in partnership with Hero Brands in 2021. Sides operates 5 UK restaurants and has expanded to Singapore with plans for India, Malaysia, and UAE. The Sidemen's massive YouTube following provides organic marketing reach.
- Duck & DryflagshipHero Brands partnered with blow-dry chain Duck & Dry to expand into the beauty industry. Partnership aims to support Duck & Dry's growth with 10 new UK stores planned, including recent London openings and upcoming locations like Battersea Power Station.
- Stefflon DonflagshipHero NXT talent agency partnered with recording artist Stefflon Don as part of creator-led brand development initiative under ETPR model giving creators equity ownership in brands they build.
- Khaby LameflagshipHero NXT talent agency partnered with TikTok star Khaby Lame (most-followed creator after MrBeast) as part of creator-led brand development initiative under ETPR model giving creators equity ownership in brands they build.
- Ben NuttallcoreHero NXT talent agency partnered with content creator Ben Nuttall as part of creator-led brand development initiative under ETPR model giving creators equity ownership in brands they build.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Hero Brands competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Hero Brands social profiles
Digital presenceHero Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hero Brands leadership team
Management profileNumber of profiles
Hero Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hero Brands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hero Brands
What does Hero Brands do?
Hero Brands is a business development partner that builds, scales, and operates creator-led consumer brands across food, lifestyle, beauty, and media through a franchise and licensing platform. The company co-develops restaurant concepts (Sides, GDK), category-expansion partnerships (Duck & Dry in beauty), and a talent/licensing agency (Hero NXT) under an ETPR model that gives creators equity ownership in the brands they help build, supported by capital, operational expertise, and access to a 500M+ creator-follower network.
Is Hero Brands a public or private company?
Hero Brands is a private company. It is classified as unknown and is currently operating.
When was Hero Brands founded?
Hero Brands was founded in 2014. It employs 11 to 50 people.
Where is Hero Brands based?
Hero Brands is headquartered in New York, United States, in the North America region.
How does Hero Brands make money?
Three revenue lines are on record. Franchise Fees and Royalty Revenue is the primary driver. The others are talent Agency and Licensing and partnership Expansion Fees.
Does Hero Brands have an API?
No public API is recorded for Hero Brands.
What industry is Hero Brands in?
Hero Brands's product category is Restaurant Franchising & Brand Licensing. Its primary akta.pro industry code is THAFAJAE, Celebrity/Influencer-Led Virtual Brands, with a secondary code of MPAAAHAK, Creator Partnerships & Sponsorship Sales (Brand Partnerships). Its NAICS code is 7114 and its SIC code is 5810.