Surf brand Mistral has a new owner. The Dutch city of Haarlem-based investor Nederlands MerkGoed has acquired 100 percent of Mistral’s shares, according to a press release. The amount involved in the acquisition is not known.
Founded in 1976, Mistral is known worldwide as an innovative water sports brand. In addition to clothing, shoes and lifestyle products, windsurfing boards, surfboards, wingfoils and SUP boards are also on offer. According to the communication, Mistral products must conform to the core values of “innovation, quality and design”.
Nederlands MerkGoed acquires surf brand Mistral
The brand is active in more than ten countries and on four continents. Last year, the brand achieved sales of around 80 million euros. The company now has 60 employees. “The success of recent years has everything to do with the strong brand that Mistral has been for years,” said founder Ado Huisman in the press release. “We have such a strong heritage that we are also relevant in relatively new categories. That offers Of course, there are many opportunities in a rapidly developing market like water sports.” The company now wants to focus more on their branding and were looking for a company with which to start the next chapters for Mistral, all based on a clear brand vision. “We didn’t take any chances because the first talks with NMG took place years ago,” added Huisman.
Arnaud van der Vecht from Nederlands MerkGoed in the statement: “Mistral is no longer the windsurf brand it used to be. The brand has the wind in its sails, even if windsurfing now only accounts for a small part of its sales. (…) Mistral has the stature, charisma and credibility to build on this success and do even more business under the Mistral brand.”
Nederlands MerkGoed already has several brands in its portfolio. The investment company already owns Nomad, Stoov, Orangebag, BenBits, Passa Sports and Maison 365.
This translated and abridged post previously appeared on FashionUnited.nl.