Brand management powerhouse Marquee Brands has announced the acquisition of Stance, the innovative lifestyle sock and underwear label, positioning the group firmly in the rapidly growing premium apparel accessories sector. Founded in 2009, Stance is globally recognized for transforming the mundane sock into a high-margin fashion essential, leveraging bold design and successful collaborations with sports leagues and cultural figures. The addition of Stance expands Marquee’s collective retail sales footprint to $4.5 billion.
ULAC partnership and category entry
The acquisition’s immediate strategic thrust is driven by a global licensing partnership with United Legwear and Apparel Co. (ULAC), which will manage Stance’s product design, development, and distribution worldwide (excluding China). This structure targets the global socks and underwear market, which is projected to expand at a Compound Annual Growth Rate (CAGR) exceeding 7% through 2030, fueled largely by athleisure adoption.
Marquee’s plan is to immediately push Stance into new activewear and footwear categories. While the licensing model offers accelerated expansion, the core challenge remains, as Marquee CEO Heath Golden noted, preserving Stance's signature creative identity and "cultural touchpoint" while achieving mandated global scale.
