South Moon Under acquired; new owners cite ‘untapped potential’ for expansion

Marianne Wilson
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Ames Watson has made another retail acquisition. 

The investment holding company announced that one of its affiliates is acquiring South Moon Under. Based in Annapolis, Md., the young women’s fashions and accessories retailer operates 30 stores, with locations that stretch from Florida to Connecticut, along with an e-commerce site. South Moon offers a curated assortment of the latest offerings from name brand and indie designers, as well as its own in-house private labels.

Ames Watson’s previous acquisitions include Fanzz and Lids, the largest brick-and- mortar retailer of licensed sports product in North America. 

“We see a tremendous opportunity to grow a brand with high recognition into a national store with a local approach,” said Lawrence Berger, co-founder and partner, Ames Watson. “There is a lot of untapped potential for expansion here while keeping the brand’s key values of an unparalleled in-store experience, a customer-first mentality, and on trend merchandising.”

In addition to South Moon’s brick-and-mortar footprint, Ames Watson will run the retailer’s e-commerce business. Citing the success it has had with Lids since the company was acquired, Ames Watson said it will differentiate the product offerings between brick-and-mortar and online, including in-store exclusives.

Ames Watson noted that under its leadership, Lids has reached record sales, expanded to more than 1,200 brick-and-mortar locations, expanded partnerships with the NBA, Los Angeles Dodgers, Macy’s and Designer Brands.