Photo courtesy of Atwyld
La Jolla Group is adding a new brand to its portfolio – a women’s motorcycle and adventure lifestyle brand called Atwyld.
La Jolla Group has invested in the brand and will provide strategic guidance and back-end support including finance, planning, distribution and logistics.
“Our ‘platform as a service’ model is designed to accelerate growth for consumer businesses,” said La Jolla Group Executive Chairman Daniel Neukomm.
Atwyld offers a wide range of products including technical motorcycle gear, outdoor and lifestyle apparel, and accessories.
By focusing on the more fashion side of moto apparel, Atwyld is attracting a new generation of riders as well as appealing to non-riders, according to the La Jolla Group.
Currently, Atwyld is mostly a DTC business and the La Jolla Group sees opportunity for expansion.
“We see significant potential in their DTC business as well as opportunities to expand their wholesale presence,” said La Jolla Group CEO Michael Pratt.
The La Jolla Group has a history of adding emerging brand to its platform, in addition to investing in them, including Spiritual Gangster and more recently, PSD Underwear.
The goal is to allow founders of emerging brands to focus on customer-facing functions such as design, sales and marketing without having to invest the time and resources building back-end functions, the La Jolla Group said.
The company is best known as the longtime clothing licensee for O’Neill in the U.S., and also has the license for Hang Ten apparel domestically. In addition, the company designs and distributes the Voyager brand globally.
“We could not be more pleased with our partnership with the La Jolla Group, which combines our brand vision with the operational and strategic expertise of an established operator in the consumer space,” Atwyld Co-Founder Anya Violet said in a statement.
