Crest Brands Group

What Crest Brands Group does

Crest Brands Group is a privately held brand portfolio company headquartered at 3 West 35th Street, Floor 5, New York, NY 10001, with 11-50 employees. The company organizes its portfolio into three divisions: Lifestyle Brands (BCBG MAX, BCBG Generation, Laura Ashley, CandC, Carlos, Bruno Magli, Elle, StrideRite, Apana, Rockport); Performance Brands (PENN, Layer 8, Shaq, LockerRoom); and Consumer Brands (Peeps, SugarBabies, JuniorMint, Bubble Yum, Dots, Tootsie, Kisses, Hershey, Reese, Jolly Rancher, Twizzler). The company presents itself as a manufacturer and supplier of a wide range of consumer products spanning bedding, hosiery, cookware, and food storage in its short description, although the brand portfolio visible on its website is concentrated in fashion/footwear, athletic apparel, and confectionery.

The company operates as a brand management and licensing organization with no disclosed direct retail presence or manufacturing capabilities. Marketing activities are minimal, limited to email outreach for catalog requests and an Instagram presence, with a stated commitment that a portion of proceeds is donated to charitable causes. Public disclosure is extremely limited: no revenue figures, pricing models, ownership structure, leadership team, funding history, M&A activity, or geographic footprint is disclosed on its website or in the source data.

A notable due diligence flag is that several brands in the Consumer Brands division (Hershey, Reese, Jolly Rancher, Twizzler, Peeps, Tootsie, Junior Mints, Dots, Sugar Babies, Bubble Yum) are trademarks owned and actively marketed by other major confectionery companies (The Hershey Company, Just Born, Tootsie Roll Industries). The legal relationship between Crest Brands Group and these brand owners is not disclosed, and the same applies to many Lifestyle Brands (Laura Ashley, BCBG, StrideRite, Rockport, Bruno Magli) whose trademarks are held by other entities. Verifying the underlying licensing or ownership rights is a prerequisite for any investment, credit, or partnership decision involving the company.

Name

Crest Brands Group

Legal name

Crest Brands Group

Website

https://crestbrands.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Crest Brands Group is a privately held New York-based brand portfolio company managing three divisions across lifestyle fashion, performance athletic, and consumer confectionery brands. With 11-50 employees, the company has minimal public disclosure on operations, revenue, or ownership.

Ownership category

akta.pro rank

Product category

Brand Portfolio Management

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Shoe Retailers (45821)

SIC

Sugar & Confectionery Products (2060), Retail-Family Clothing Stores (5651), Retail-Shoe Stores (5661)

akta.pro primary industry

Luxury Licensing & Brand Management (CRAKAFAL)

akta.pro secondary industries

Mass-Market & Lifestyle Apparel Brands (CRAAAAAA), Chewing Gum & Mints (CRADABAC)

Keywords

• Brand portfolio management
• Consumer brand licensing
• Confectionery brand portfolio
• Lifestyle fashion brands
• Performance athletic brands

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Marketing channels2 records

Core offering

Crest Brands Group operates as a brand portfolio management company organizing consumer brands into three divisions: Consumer Brands (confectionery such as Peeps, Hershey, Reese, Jolly Rancher, Twizzler), Lifestyle Brands (fashion and footwear including BCBG, Laura Ashley, Rockport, StrideRite, Bruno Magli), and Performance Brands (athletic apparel including PENN, Shaq, Layer 8, LockerRoom). The company manages and represents these brands across categories, with catalog distribution via email and social media engagement via Instagram.

Product overview

Crest Brands Group is a brand portfolio company organized into three distinct divisions: Consumer Brands (confectionery including Peeps, SugarBabies, JuniorMint, BubbleYum, Dots, Tootsie, Kisses, Hershey, Reese, Jolly Rancher, Twizzler), Lifestyle Brands (fashion and footwear including BCBG MAX, BCBG Generation, Laura Ashley, CandC, Carlos, Bruno Magli, Elle, StrideRite, Apana, Rockport), and Performance Brands (athletic apparel including PENN, Layer 8, Shaq, LockerRoom). The company manages a diverse portfolio of licensed and owned consumer brands, donating a portion of proceeds to charitable causes.

Differentiator

Problem solved

Functional benefit

Brands

• BCBG MAX: Lifestyle fashion brand
• BCBG GENERATION
• Laura Ashley
• CandC
• Carlos
• Bruno
• Elle
• StrideRite
• Apana
• rockport
• PENN
• SHAQ
• LockerRoom
• Peeps
• SugarBabies
• JuniorMint
• BubbleYum
• Dots
• Tootsie
• Kisses
• Hershey
• Reese
• jollyrancher
• Twizzler

Products and services

• Consumer Confectionery Brand Portfolio Portfolio of well-recognized candy and confectionery brands including Peeps (marshmallow candies), Hershey (chocolate), Reese (peanut butter chocolate), Jolly Rancher (fruit-flavored hard candy), Twizzler (licorice), Junior Mints (mint chocolate), Bubble Yum (bubble gum), Sugar Babies (bite-sized candy), Tootsie (classic candy), Dots (fruit-flavored gumdrops), and Kisses (wrapped chocolate pieces), presented as managed/licensed brand offerings.
• Lifestyle Fashion and Footwear Brand Portfolio Portfolio of lifestyle fashion and footwear brands including BCBG Max Azria (contemporary women's apparel), BCBG Generation (youth-oriented fashion), Laura Ashley (British-inspired fashion and home furnishings with floral prints), CandC (apparel and accessories), Carlos (footwear), Bruno Magli (Italian luxury footwear and leather goods), Elle (fashion associated with Elle magazine), StrideRite (children's footwear), Apana (apparel), and Rockport (athletic and casual footwear with comfort technology).
• Performance Athletic Brand Portfolio Portfolio of performance and athletic apparel brands including PENN (athletic apparel and equipment), Layer 8 (performance athletic wear), Shaq (athletic brand associated with Shaquille O'Neal featuring apparel and accessories), and LockerRoom (sports and fitness apparel).

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights2 records

Broad incumbents

• Fossil Group: Fossil Group is a global design, marketing, and distribution company specializing in fashion accessories and licensed brands — overlapping with Crest Brands Group's lifestyle and accessories brand portfolio at a broader scale.
• Hanesbrands: Hanesbrands is a major apparel manufacturer that operates multiple owned and licensed innerwear and activewear brands — relevant to Crest Brands Group's lifestyle and performance apparel divisions as a broad incumbent in branded apparel.

Others

• The Hershey Company: The Hershey Company owns several confectionery brands (Hershey's, Reese's, Jolly Rancher, Twizzler) that also appear in Crest Brands Group's consumer brand portfolio — relevant not as a peer but as a reference owner for trademark-validity diligence.

Direct peers

• WHP Global: WHP Global is a brand management and licensing company that manages a portfolio of consumer brands across apparel and accessories, mirroring Crest Brands Group's approach of consolidating multiple lifestyle brands under a single licensing entity.
• Marquee Brands: Marquee Brands manages a portfolio of global lifestyle and consumer brands — including notable names such as BCBG and Laura Ashley that also appear in Crest Brands Group's portfolio — making it a directly relevant brand-licensing peer.
• Authentic Brands Group: Authentic Brands Group is a brand management platform that acquires and licenses globally recognized consumer brands across apparel, footwear, accessories, and home — the closest direct comparator to Crest Brands Group's brand-portfolio operating model.
• Xcel Brands: Xcel Brands is a media and brand-management company that acquires, designs, and licenses designer and consumer brands, with a focus on lifestyle apparel — directly comparable to Crest Brands Group's lifestyle and footwear portfolio.
• Iconix Brand Group: Iconix Brand Group owns and licenses a portfolio of consumer and entertainment brands across apparel, footwear, and home goods — a comparable brand-management operating model to Crest Brands Group.
• Centric Brands: Centric Brands is a lifestyle brand portfolio company that designs, produces, and distributes branded apparel, footwear, and accessories through licensing arrangements — closely aligned with Crest Brands Group's multi-brand lifestyle strategy.
• Sequential Brands Group: Sequential Brands Group (now operating under Marquee Brands) was a brand management company that owned, licensed, and marketed a portfolio of consumer brands — directly comparable to Crest Brands Group's multi-brand licensing model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights4 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crest Brands Group