Miramar
Miramar Brands Group is a private brand management and licensing firm that manages and licenses a portfolio of iconic brands—including ELLE SPORT, Spalding, Golden Boy, Hang Ten, Mossimo, Carlos Santana, and Tony Hawk—across fashion, sport, lifestyle, and retail media networks for global brand owners seeking international distribution.
- Company typePrivate
- Founded1983
- HeadquartersPasadena, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Miramar does
Miramar Brands Group, Inc. is a privately held brand management and licensing company founded in 1983 and headquartered at 530 S Lake Ave, Pasadena, California. The company manages and licenses a portfolio of category-defining brands across fashion, sport, lifestyle, and retail media networks, including ELLE SPORT, Spalding, Golden Boy, Hang Ten, Mossimo, Carlos Santana, Elle Decor, and Tony Hawk. The company operates as an intermediary that connects brand owners with global supply chain managers and retailers to drive international retail penetration and revenue growth for partner brands.
The company's core "product" is its brand portfolio management and licensing platform, which includes long-term licensing relationships, supply chain engineering capabilities, grassroots event activation for sports brands (e.g., 1,000+ events across 75 US stops for the Spalding King of the Beach tour), and retail media network services. It claims a global footprint spanning North America, Mexico, Europe, Asia, South America, and EMEA, with multi-million unit production capacity and engagement of partners such as Li & Fung (the largest supply chain manager globally) and Kohl's Department Stores.
Miramar generates revenue through licensing royalties and brand management services paid by brand owners in exchange for global commercialization, supply chain orchestration, and distribution access. Its stated customer outcomes include over $300 million in additional global retail sales generated for the ELLE, ELLE Decor, ELLE Home, and ELLE Garden brand portfolio under Lagardère Active Enterprises, and one of the largest transactions in industry history for the Tony Hawk clothing brand with Kohl's. Distribution is achieved primarily through retail partnerships (department stores, global retailers) and supply chain partners rather than direct sales; the company also operates a small direct e-commerce store offering branded merchandise including pouches, clothing, and cups.
Miramar firmographics
Firmographics- Name
- Miramar
- Legal name
- Miramar Brands Group, Inc.
- Website
- https://miramarbrands.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Miramar Brands Group is a private brand management and licensing firm that manages and licenses a portfolio of iconic brands—including ELLE SPORT, Spalding, Golden Boy, Hang Ten, Mossimo, Carlos Santana, and Tony Hawk—across fashion, sport, lifestyle, and retail media networks for global brand owners seeking international distribution.
- Ownership category
- akta.pro rank
Miramar industry classification
Industry- Product category
- Brand Licensing & Management Services
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Luxury Licensing & Brand Management (CRAKAFAL)
Keywords
Where Miramar is headquartered
LocationHeadquarters
- HQ city
- Pasadena
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Miramar business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Brand Licensing and Management: Revenue generated through brand licensing agreements, brand management services, and royalty arrangements. The company manages and licenses iconic brands globally in fashion, sport, lifestyle, and retail media networks.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Miramar product offering
Product offeringCore offering
Miramar Brands Group is a global brand management and licensing firm that manages and licenses a portfolio of iconic brands across fashion, sport, lifestyle, and retail media networks. The company connects brand owners with retailers and supply chain partners worldwide, providing licensing, brand strategy, global supply chain services, retail media network solutions, and grassroots event activation for sports brands.
Product overview
Miramar® Brands Group is a multi-generational brand, IP and media company that operates as a global brand management and licensing firm. Founded in 1983 on the California Riviera, the company manages a portfolio of iconic brands including ELLE SPORT, Golden Boy, Hang Ten, Spalding, Mossimo, Carlos Santana, Elle Decor, FIVB, and AAU. The company provides brand strategy, licensing, global supply chain services, and retail media network solutions. Additionally, the company operates an e-commerce store offering merchandise including pouches, clothing, and cups.
Differentiator
Problem solved
Functional benefit
Brands
- Miramar®: The company's own brand portfolio including various lifestyle and sport brands
Products and services
- Brand Portfolio Management & Licensing Management and licensing of a portfolio of iconic brands including ELLE SPORT, Elle Decor, Golden Boy, Hang Ten, Spalding, Mossimo, Carlos Santana, FIVB and AAU, provided to enterprise brand owners seeking global expansion and licensing partnerships.
- Global Supply Chain Services Supply chain management services spanning multiple countries, producing and shipping multi-million units globally for licensed brands, including global deals with major supply chain managers such as Li & Fung for ELLE Decor distribution.
- Retail Media Networks
Quantifiable outcome
- Over $300 Million in additional global retail sales created for ELLE brand portfolio
- +2 more outcomes
Companies that use Miramar
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Miramar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Miramar partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- FIVB (Fédération Internationale de Volleyball)coreInternational volleyball federation partnership for sports branding and event collaborations.
- AAU (Amateur Athletic Union)corePartnership with AAU for sports brand development and event programs.
- Li & FungcoreGlobal deal with Li & Fung for ELLE Decor, the largest supply chain manager in the world.
- Kohl's Department StorescoreRetail partner for Tony Hawk clothing brand. Miramar delivered one of the largest transactions ever in the industry with Kohl's.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Miramar competitors and assessment
Company assessmentOthers
- Li & Fung: Li & Fung is the world's largest supply chain manager for consumer goods and is an explicit strategic partner of Miramar. Relevant as the enabling supply chain partner that powers Miramar's global brand distribution, rather than a direct competitor.
Direct peers
- Centric Brands: Centric Brands is a global brand management platform that designs, sources and distributes licensed and owned brands across apparel, accessories and beauty. Closely comparable to Miramar's brand portfolio and licensing-driven model.
- Sequential Brands Group: Sequential Brands Group was a brand management company that owned and licensed consumer brands across active lifestyle, fashion and home. Highly comparable historical peer to Miramar's portfolio and royalty model (now defunct).
- Authentic Brands Group: Authentic Brands Group is the largest global brand licensing and management platform, managing iconic consumer brands across fashion, sport and lifestyle. Directly comparable to Miramar's business model of licensing and managing third-party brands for royalty revenue.
- WHP Global: WHP Global is a brand management company that acquires and licenses global consumer brands across apparel, accessories and home. Closely mirrors Miramar's multi-category licensing approach with marquee brand partners.
- Xcel Brands: Xcel Brands is a media and brand management company focused on licensing fashion and lifestyle brands through live streaming, social commerce and traditional retail. Comparable to Miramar's fashion and lifestyle licensing focus.
- Sunrise Brands: Sunrise Brands is a brand management company that designs, manufactures and licenses fashion brands across multiple categories. Comparable to Miramar's apparel and lifestyle brand licensing focus.
- Iconix Brand Group: Iconix Brand Group is a brand management company that owns and licenses a portfolio of consumer brands across fashion, home and entertainment. Direct comparable to Miramar's multi-category brand licensing model.
- Marquee Brands: Marquee Brands acquires and manages globally recognized consumer brands through licensing and direct-to-consumer channels. Comparable to Miramar's portfolio strategy across fashion, sport and lifestyle categories.
- Global Brands Group (GBG): Global Brands Group was a global brand management and licensing company specializing in fashion, accessories and lifestyle brands. Direct comparable to Miramar's multi-brand licensing and apparel-focused operations.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Miramar social profiles
Digital presenceMiramar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Miramar leadership team
Management profileNumber of profiles
Miramar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Miramar 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 Miramar
What does Miramar do?
Miramar Brands Group is a global brand management and licensing firm that manages and licenses a portfolio of iconic brands across fashion, sport, lifestyle, and retail media networks. The company connects brand owners with retailers and supply chain partners worldwide, providing licensing, brand strategy, global supply chain services, retail media network solutions, and grassroots event activation for sports brands.
Is Miramar a public or private company?
Miramar is a private company. It is classified as unknown and is currently operating.
When was Miramar founded?
Miramar was founded in 1983. It employs 11 to 50 people.
Where is Miramar based?
Miramar is headquartered in Pasadena, United States, in the North America region.
How does Miramar make money?
One revenue line is on record: brand Licensing and Management.
Who are Miramar's main competitors?
Li & Fung is listed as an others. Direct peers are Centric Brands, Sequential Brands Group, Authentic Brands Group, WHP Global, Xcel Brands, Sunrise Brands, Iconix Brand Group, Marquee Brands and Global Brands Group (GBG).
Does Miramar have an API?
No public API is recorded for Miramar.
What industry is Miramar in?
Miramar's product category is Brand Licensing & Management Services. Its primary akta.pro industry code is CRAKAFAL, Luxury Licensing & Brand Management. Its SIC code is 5130.