In a highly competitive fashion market, brands are constantly seeking to innovate and gain a unique, niche position in the market. When Tommy Hilfiger took on investment from Apax Partners in 2006 the business was suffering in the US and had lost its clear positioning. There was a need to revive the brand.
Apax invested heavily in growth and were able to crystallise the value in this iconic brand. By the time the firm came to exit in 2010, Tommy Hilfiger was back on top, having nearly doubled its number of stores globally, added more than 1,000 new employees and revived its brand position. The business moved to the next chapter of its story under the stewardship of the Phillips-Van Heusen Corporation.
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