TAS 165 – Brand Rescue Mission! Ben Leonard on building a $6m brand, selling it, and buying it back 5 years later to start all over again.

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The Australian Seller

Chris Thomas

100 episodes

3 months ago

Interviews from Australians sharing their eCommerce experiences selling on Amazon in Private Label.

Business

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Interviews from Australians sharing their eCommerce experiences selling on Amazon in Private Label.

Business

TAS 165 – Brand Rescue Mission! Ben Leonard on building a $6m brand, selling it, and buying it back 5 years later to start all over again.

The Australian Seller

51 minutes 44 seconds

3 months ago

TAS 165 – Brand Rescue Mission! Ben Leonard on building a $6m brand, selling it, and buying it back 5 years later to start all over again.

In the 1970’s and 80’s there was a famous Australian businessman, Kerry Packer who sold a popular TV station he owed to an upcoming businessman, Alan Bond for 1.2 Billion in 1987.

In 1990: Packer bought it back for only A$250 million, after Bond’s empire collapsed under financial pressure just 3 years later.

This deal became legendary in Australian business history. Packer famously quipped:

“You only get one Alan Bond in your lifetime, and I’ve had mine.”

Ben Leonard sold his $6m P/A Brand, Beast Gear to aggregator, Thrasio in 2019. Thrasio has since filed for bankruptcy and Ben was able to negotiate to buy back Beast Gear after it had been completely driven into the ground.

Today’s story has everything, how Ben grew Beast Gear from nothing to $6m in 4 years to how the aggregator destroyed everything that had made Beast Gear such a great brand.

Now Ben has it back and is publicly documenting the rescue mission to re-build Beast Gear to its former glory.

Watch the mission on YouTube here:

Website: https://brandrescuemission.com/

Don’t forget to join my Facebook Group! Head over to www.theaustralianseller.com/facebook

And I am offering private coaching so please head over to www.theaustralianseller.com/chris to book an hour session with me to make sure you’re heading in the right direction!

If you own or work for a consumer products brand and need help setting up or running your Amazon business including managing your Sponsored Advertising, feel free to get in touch with me – I run an Australian based Amazon Account Management Consultancy agency, helping private label sellers as well as household brands in Australia and internationally, like No Pong, Lucent Globe and TafToys just to name a few…. Please visit www.Amasphere.com.au – an official Amazon Service Provider.