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Nautica sold to Authentic Brands

Fairy Tale Pink

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https://www.retaildive.com/news/authentic-brands-snaps-up-nautica-from-vf/519416/

After suffering years of losses, VF has unloaded its Nautica brand to Authentic Brands. Authentic Brands is notable for buying out dying brands and saving them. Nautica's prime was in the 1990s, but since the 2000s they have lost a lot of popularity.

The problem I think that Nautica currently faces that it is in an odd position in the market, squeezed between mid-range and high-end. They don't know if they want to be an IZOD/Chaps-type brand or a Tommy Hilfiger/Calvin Klein/Polo Ralph Lauren-type brand. I have a few Nautica shirts, although they don't seem to be any better than my IZOD shirts. My grandfather really likes Nautica cologne.
 

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