Bird & Bird advises AU Brandz Co. on acquisition of Zennar Limited

International law firm Bird & Bird has advised AU Brandz Co., the Seoul-based fashion group, on the acquisition of Zennar Limited, the owner of the Rockfish Weatherwear fashion brand known for its rain boots and winter shoes.

AU Brandz, which already held the rights to distribute the brand in Korea since 2013, will use the acquisition to continue growing the Rockfish Weatherwear fashion brand in Asia, as well as in the UK, Europe and the Americas. The terms of the acquisition are confidential.

The Bird & Bird team was led by James Baillieu (partner, Corporate) and Jae Park (partner, Intellectual Property) and also included Fiona McFarlane (legal director, Corporate), Anna Mikhalkovich and Kimberly Tan (associates, Corporate), Katie Grimstone (trainee, Corporate), Simon Gough (legal director, Tax), Katie Tyndall (associate, Intellectual Property), Jonathan Goldsworthy (partner, Employment), Rob Collier-Wright (senior associate, Employment) and Charles Hill (associate, Employment) and Sanjana Sura (legal director, Data Protection) and Lucy Turner (associate, Data Protection).

Kim Tae Kyun, Director at AU Brandz said: “The strategic acquisition of Zennar will enable AU Brandz to continue to grow Rockfish Weatherwear in Asia, to reposition the brand in the UK market with weather-specific merchandising and to broaden our global operations, extending its reach into Europe and the Americas. We were delighted to work with the Bird & Bird team and we look forward to working with Bird & Bird on future transactions, as well as on the growth of the Rockfish Weatherwear brand.

James Baillieu partner in the Corporate practice at Bird & Bird commented: “It was great to advise AU Brandz on their strategic acquisition of the Rockfish Weatherwear fashion brand, an extremely popular brand in South Korea and across Asia. Our ability to advise on corporate transactions with a heavy intellectual property component stands us out from our competitors and we are looking forward to continuing to work with AU Brandz as they grow the Rockfish Weatherwear brand in the years to come.

Jae Park, Intellectual Property partner at Bird & Bird said: “This deal showcases our reach in the Korean market and our reputation among IP-rich clients. From K-pop to K-fashion, Korean culture is increasingly sought-after, especially by younger consumers all around the world. Our international experience and knowledge of working with upcoming and established Korean fashion and entertainment brands on their European affairs is second to none.


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