Redefining the Business of Brands
WHP Global is a leading brand management company based in New York City that acquires and scales global consumer brands across fashion, toys, sports and home goods. For this interview, we spoke with Chief Commercial Officer Stanley Silverstein about its recent acquisitions and what the next chapter looks like.
Having established itself as one of the world’s fastest-growing brand management companies, their growth has been driven by a clear strategy of acquiring iconic consumer brands with strong heritage and global recognition, then unlocking their potential through strategic partnerships, new categories and international expansion.
Since Yehuda Shmidman founded WHP Global in 2019, they have built a portfolio of more than 16 brands generating over $9.5bn in global retail sales. With more than 200 licensing partners and products sold in over 80 countries, the recent additions of Marc Jacobs and Lands’ End, alongside iconic brands like Vera Wang, rag & bone, G-STAR, EXPRESS and Toys“R”Us, have further strengthened their portfolio.
“Marc Jacobs is one of the most influential names in American fashion, with extraordinary creative and global cultural relevance. Our partnership with G-III Apparel Group brings together complementary capabilities: G-III leads the operating business, while we lead the intellectual property joint venture and focus on global licensing and brand expansion,” explains Stanley Silverstein, CCO of WHP Global. “We see the greatest opportunities in international markets where brand awareness exceeds distribution, particularly in Asia and in product categories where specialised partners can bring additional expertise.”
Another recent acquisition is that of Lands’ End, which has more than 60 years of heritage, a loyal customer base and a reputation for quality, comfort and functionality. Through the joint venture, WHP Global is focused on the global licensing strategy and category expansion, allowing Lands’ End to focus on operating its existing business. Silverstein highlights that the priority is to take what consumers already value about the brand and introduce it to new audiences in a thoughtful, locally relevant way.
Continuing to operate in a disciplined manner, WHP Global looks for brands with high consumer awareness, clear positioning and significant opportunities beyond their current products or geographic reach. They also consider how a brand fits their platform and where their relationships and licensing expertise can create value.
“Vera Wang is an excellent example of protecting a brand’s identity while broadening its reach. The ready-to-wear partnership with Batra Group across the UK and Europe is one example of how we’re expanding the brand’s reach while staying true to its distinctive aesthetic. We’re also exploring opportunities to extend Vera Wang into entirely new lifestyle categories, including hospitality, branded hotels and residences, bridal suites and even cafés, creating new ways for consumers to experience the brand beyond traditional retail,” Silverstein highlights.
The company continues to explore new formats, including airport retail, shop-in-shops, experiential destinations and brand collaborations. The CCO comments that physical retail remains vital, but stores increasingly need to deliver an experience, not just a transaction.
Their collaboration with Toys“R”Us is a great example of this, with retail experiences built around discovery, play and engagement. They see significant potential to collaborate on innovative concepts that combine strong brands, engaging experiences and new retail formats tailored to local markets and consumers.
The Middle East remains a priority growth region for WHP Global, particularly as Saudi Arabia, the UAE and Qatar continue to invest in world-class retail, hospitality and entertainment destinations. Looking ahead, they see tremendous potential across their fashion and lifestyle portfolio, including Marc Jacobs, Vera Wang, rag & bone, EXPRESS and Anne Klein.
“Our strategy is to work with leading regional operators and developers who understand the local consumer and can help us to build long-term relationships through innovative retail concepts, strategic partnerships and expanded distribution,” comments Silverstein.
With partnerships and licensing agreements being so pivotal to their business model, WHP look for partners with strong operational capabilities, distribution relationships, financial resources and a shared long-term commitment to the brand. Local knowledge is essential as their partners know the customer, the retail environment and the most effective channels in their markets. What WHP Global provides is the global brand direction and stewardship. That combination helps them remain consistent in brand identity while adapting their execution to local market needs.
As consumer expectations continue to evolve and they increasingly value authenticity and cultural relevance, WHP feel their job is to make the heritage of many of their brands resonate with new audiences through strategic collaborations, creative partnerships and brand ambassadors and influencers.
A key example of this was LOTTO’s global collaboration with H&M, which launched in connection with the 2026 FIFA World Cup, tapping into the global excitement surrounding soccer while reimagining more than 50 years of Italian sportswear heritage through contemporary fashion.
Meanwhile, with G-STAR, they are connecting fashion and music through collaborations with Wu-Tang Clan and the appointment of internationally renowned DJ and producer Charlotte de Witte as Global Brand Ambassador, launching with the brand’s “Own the Arc” campaign.
“Across our portfolio, we are leveraging the power of music, sports, fashion and entertainment to build cultural relevance and reach new audiences. The key is staying true to each brand’s heritage while creating fresh, meaningful connections that resonate with today’s consumers,” Silverstein highlights.
Looking ahead to 2027, the company’s priorities include capturing the opportunities created by the recent additions of Marc Jacobs and Lands’ End, expanding their international licensing relationships, distribution and product categories and continuing the momentum of brands such as Toys“R”Us, Vera Wang, rag & bone, G-STAR and LOTTO.
“We are also expanding the work of our A.I. TaskForce, leveraging emerging technologies to enhance brand management, marketing and operational efficiency across our global platform. We are a serial brand acquirer and remain active in evaluating acquisitions that fit our long-term strategy and will share specific new partnerships and transactions when they are ready to be announced,” Silverstein concludes.
