Through a strategic merger, Billy Reid, the US-based fashion brand, has announced the acquisition of Knot Standard’s direct-to-consumer (DTC) division, enabling the American retailer to integrate a made-to-measure service into its own operations.
Billy Reid announced that as a result of the deal, the customisation service would be available at 20 different shop locations. In addition, the brand will assume control of eight Knot Standard stores as well as its online DTC operation.
Knot Standard will thus acquire a minority stake in the combined company operating under the Billy Reid name as part of the agreement.
Billy Reid had previously served to the made-to-measure industry before stopping the service during the epidemic; this acquisition represents its return to that sector.
It strengthens the already strong bond between Knot Standard and Billy Reid, which was formalised in 2023 when the latter began to support made-to-measure clothing in Billy Reid stores.
But this most recent change was set off by last year’s capital raise talks between the two parties, when it was rumoured that Knot Standard ‘expressed interest’ in Billy Reid taking over the DTC division of the company.
While Knot Standard, which will continue to operate as an independent company, will start concentrating more on its AI-powered tech platform, the combined company will benefit from Billy Reid’s management, operational know-how, and brand engine.
Billy Reid, however, believes that “an influx of capital from new investors and an attractive proposition for potential investors” will present an opportunity for the company to further expand its brand.
