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Brunswick Group and ICR handle Lululemon Athletica’s $500M deal to buy MIRROR, home fitness company that features live and on-demand classes.
Calvin McDonald, CEO of Lululemon, maker of athletic apparel, said the acquisition is part of the plan to position the company as the “experiential brand that ignites a community of people living the sweatlife.”
Lululemon invested in MIRROR in 2019 and formed a content partnership, which had Lululemon "ambassadors" offering sweat and meditation classes to MIRROR customers.
MIRROR will operate as a standalone company within Lululemon and continue to be led by its founder/CEO Brynn Putnam, a one-time Lululemon ambassador.
Brunswick Group (Eleanor French) handles media for Lululemon, while ICR (Joseph Teklits and Caitlin Churchill) works for the investment community
Prosek Partners handles New York’s Tilray Brands, craft beer & cannabis operation, as it acquires BrewDog, a leading British independent beer producer in the UK, for $45M.
Brunswick Group handles Zurich Insurance as it agrees to buy UK-based Beazley specialty insurer in a deal valued at $11B.
FGS Global represents Brink’s as it agrees to acquire NCR Atleos, which relies on Collected Strategies, in a $6.6B cash & stock deal to create a leading fintech infrastructure company. (Updated)
A January article in O’Dwyer’s proposes that in 2026, the strongest financial brands will not simply tell compelling stories—they will “signal readiness.”
C Street Advisory Group is working the Chapter 11 filing of Axip Energy Services as it unloads its nearly all of its assets to deal with a heavy debt load.
