Dive Brief:
- Direct-to-consumer footwear brand Birdies has been acquired by KNS International, an e-commerce company backed by private equity firm Centre Partners, according to a Tuesday press release.
- While financial terms of the deal were not disclosed, the companies said Birdies co-founder Bianca Gates will join KNS as brand president. The move expands KNS’ brand portfolio, which includes Vance, Taft and Journee.
- Birdies, which offers flats, slides, sneakers and sandals, will be positioned as a flagship brand within the KNS’ portfolio, according to Greg Tunney, CEO of KNS.
Dive Insight:
KNS’ acquisition of Birdies offers the footwear brand access to resources to foster growth.
“This partnership marks an exciting new chapter, enabling us to scale our mission of delivering both comfort and style in a way that resonates with our loyal customers,” Gates said in a statement. “With KNS’ extensive expertise and resources, Birdies will quickly have the opportunity to expand our reach while staying true to the products and community that define Birdies.”
Founded in 2015 by Gates and Marisa Sharkey, who describe themselves as “two busy moms and entrepreneurs,” Birdies said their signature product combines sneaker-like support with slipper softness and the style of a luxury flat.
The brand is primarily a DTC company with limited distribution through wholesale and marketplace partnerships. Its website lists a single brick-and-mortar location in San Francisco.
Meanwhile, KNS is an e-commerce and drop-ship footwear company that serves North America. Its products are offered through select U.S. retailers and on its own brand websites.
“I have long admired the Birdies brand and the creative vision that founders Bianca Gates and Marisa Sharkey brought to life,” Tunney said in a statement. “Their direct-to-consumer approach has resonated with women across the globe, enabling the brand to punch above its weight in the footwear category.”
Tunney came to KNS last spring from Manitobah, where he was CEO. He also served as Wolverine Worldwide’s global brand president, with oversight of operations in 122 countries.