In a bold move to reinvigorate the iconic British sneaker brand Gola, Japanese conglomerate Marubeni Corporation has acquired the Jacobson Group for a staggering £46 million. This purchase not only marks a significant investment in Gola but also signals the brand’s resurgence in both the UK and international markets, as Marubeni aims to leverage the growing trend for retro fashion.
A New Chapter for Gola
The acquisition, finalised last month, is part of a broader strategy by Marubeni to expand its portfolio of consumer brands. Jacobson, the former parent company, also owned notable footwear labels such as Lonsdale and Dunlop, but it seems Gola has emerged as the standout brand in this deal.
Toshihiro Fukumura, Marubeni’s chief operating officer, revealed that Gola’s potential was recognised during the acquisition process. “When Jacobson came on the radar, we found this established brand out of the UK, and it fits our strategy,” he explained. The executives at Marubeni identified a clear trend towards retro and heritage sneakers, making Gola a perfect addition to their growing collection.
Who is Marubeni?
Marubeni Corporation is a publicly listed company based in Tokyo, boasting a market capitalisation of approximately 8.7 trillion yen—equivalent to around £41 billion. This positions Marubeni among Japan’s leading corporations, akin in size to Standard Chartered Bank or the London Stock Exchange Group.
The company’s largest shareholder is Berkshire Hathaway, the investment giant previously led by Warren Buffett. Marubeni is now concentrating on diversifying its portfolio through acquisitions in the consumer sector, moving away from its traditional focus on trading and business-to-business ventures.
Gola’s Market Strategy
The revitalisation of Gola is already underway, with plans to enhance its appeal in both the UK and the US markets. Interestingly, the brand is experiencing a notable increase in popularity among women in the US, where retro styles are gaining traction. Fukumura noted, “In the US, it’s fashionable retro brands which are more skewed towards women, not men.”
In contrast, UK consumers are gravitating towards authenticity, which presents a unique challenge for Gola. As Fukumura stated, “We would like to revitalise Gola’s brand focusing on this retro trend in the UK, but we understand it requires time and effort.” Customised designs and thorough market analysis will be crucial for the brand’s success against competitors.
Gola has already seen impressive financial growth, with Jacobson reporting a 38% increase in sales in 2024, significantly aided by Gola’s resurgence. The aim is to push Gola into the “main target market” in the US while simultaneously revitalising its presence in the UK.
The Path Ahead
Marubeni is not stopping with Gola; the company is actively pursuing additional acquisitions to bolster its consumer brand offerings. Recently, they secured licensing rights for products under the Clarks and Timberland brands, expanding their reach into the footwear market even further.
Fukumura emphasised that this is a long-term strategy rather than a quick profit-making venture. “We are different from some private equity firms, who have to exit,” he noted. “We have our strategy which is very much long term.”
As Gola embarks on this exciting new chapter, it remains to be seen whether it will reclaim its status as a brand for the present rather than merely a nostalgia-laden relic of the past.
Why it Matters
The resurgence of Gola under Marubeni’s stewardship represents not only an investment in a beloved British brand but also a broader trend towards sustainability and authenticity in fashion. As consumers increasingly seek out heritage brands that resonate with their values, Gola’s revival could pave the way for other iconic labels to follow suit. In a world where fashion is often fleeting, the journey of Gola may offer a blueprint for longevity and relevance in a rapidly changing marketplace.
