Frasers Group-backed Four Marketing acquires A-Cold-Wall

Distribution agency Four Marketing, which counts Frasers Group as its largest shareholder, has snapped up A-Cold-Wall from multi-brand agency Tomorrow Ltd less than a year after it had itself acquired the brand from its founder, Samuel Ross.

In a joint statement, it is described as a “strategic acquisition which strengthens Four Marketing and Tomorrow’s shared vision for the future and commitment to A-Cold-Wall’s growth on a global scale”.

Four Marketing is best known for the UK distribution of brands including Stone Island, C.P. Company and Woolrich, established by current CEO Ben Banks and his partners in 1997.

Banks and Stefano Martinetto, CEO and Co-Founder of Tomorrow Ltd (which is behind the development of brands including White Mountaineering, Martine Rose and Charles Jeffrey LOVERBOY), have a 26-year partnership “built on shared goals and mutual respect”.

With an extensive track record in retail, wholesale, and direct-to-consumer markets, Four Marketing’s expertise “aligns seamlessly” with Tomorrow’s original vision for A-Cold Wall’s unique design ethos and cultural impact.

A-Cold-Wall has evolved significantly since Tomorrow’s original investment in 2017, cultivating the brand’s distinctive aesthetic with a focus on expanding its global footprint.

Tomorrow’s complete acquisition of A-Cold-Wall in 2023 laid the foundation for this latest phase, setting up the brand for accelerated growth and international success.

Ben Banks said: “The strength of Four Marketing’s supply chain operations, strong retail presence, and direct-to-consumer expertise will be pivotal as A-Cold-Wall embarks on its next stage of growth.

“The market has posed new challenges to us all and we must adapt. I also thank our strategic shareholder Frasers Group for supporting this transaction. Reflecting Tomorrow and Four Marketing’s aligned interests and strategic approach, Tomorrow will retain international distribution rights, leveraging its global infrastructure to enhance the brand’s value in key markets.”

Giovanni De Marchi, Managing Director of A-Cold-Wall, has been instrumental in managing the delicate transition following Tomorrow’s full acquisition of the brand last year to its new ownership under Four Marketing.

De Marchi said: “As someone who has been familiar with Four Marketing for many years, I believe that the partnership between Four Marketing and Tomorrow is the perfect match to advance the repositioning strategy we began.

“This strategy aims to preserve A-Cold-Wall’s unique identity while creating a foundation for sustainable growth.”

Stefano Martinetto, CEO of Tomorrow, added: “Four Marketing’s commitment to long term brand development and strategic expansion aligns perfectly with the journey we’ve envisioned for A-Cold-Wall.

“We’re thrilled to see the brand transition into such capable hands, and we look forward to continuing to support its growth through our international distribution role. The exit also allows Tomorrow to double down its efforts on developing and supporting its remaining portfolio to maximise value while championing creatives.”

A-Cold-Wall recently celebrated the grand opening of its flagship concept store in Shanghai, developed in partnership with local affiliate Heng Cheng. The flagship represents a significant milestone for the brand, underscoring its commitment to the Chinese market and expanding international footprint.