Case Study
Hanky Panky
Architecting a Creative Solution for a Global Heritage Icon
The cornerstone acquisition for Crown Brands Group — a definitive execution of our strategy to scale a beloved heritage icon through our strategic platform while protecting and building upon its core brand DNA
The Situation
The Brand
Founded in 1977, Hanky Panky is a definitive pioneer in the intimate apparel category, boasting nearly 50 years of unrivaled brand loyalty.
The Challenge
As a founder-led icon, the brand required a partner who could balance a deep respect for its 50-year legacy with a clear strategy for expanded global distribution.
The Opportunity
Crown Brands Group identified a path to unlock the brand’s full potential by providing a creative exit for the founders that prioritized the brand’s DNA and the long-term security of its workforce.
“
We built Hanky Panky on a foundation of comfort, quality, and female empowerment, and it was vital to find partners who respect that DNA. We trust Crown Brands Group to steward this legacy. Their vision gives us great confidence that Hanky Panky will continue to thrive and innovate in this exciting next chapter.
”
Gale Epstein and Lida Orzeck
Hanky Panky co-founders
The Crown Brands Solution
Creative Structuring
Crown delivered a bespoke transaction that met the founders' personal and financial goals while ensuring the brand remained positioned as a premium market leader.
Stewardship of Talent
We focused on retaining the specialized team that built the brand, ensuring a seamless transition and zero disruption to the creative and operational flow.
Partnership Approach
By aligning with Rafar Group, Crown utilized a "dual-engine" approach:
- Crown Brands Group: Strategic capital, global licensing networks, and institutional brand management designed to maximize market reach and brand equity.
- Rafar Group: Provides a comprehensive operational ecosystem managing the end-to-end brand lifecycle — from creative & product development to global supply chain and multi-channel fulfillment.
Strategic Roadmap
Premium Retail Distribution
Strengthening the brand’s presence in top-tier global retailers while expanding into new international markets.
Digital Acceleration
Implementing data-driven digital strategies to enhance the direct-to-consumer experience and increase customer lifetime value.
Brand Extension
Leveraging our deep relationships with best-in-class operating partners to thoughtfully expand the brand into lifestyle categories that complement its core intimates authority.
Final Result
Anchor Asset Secured
A Shared Success
A successful transition that honored the founders’ achievements and secured the brand’s legacy for the next generation.
Operational Continuity
Successful integration of the legacy team, reserving the culture and craftsmanship that defines the product.
Platform Execution
Successfully integrated this multi-generational icon as the flagship of the Crown Brands Group platform — demonstrating our ability to scale heritage equity while maintaining the brand’s authentic DNA.
Building Enduring Brand Value
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