MELBOURNE: Lush Productions is continuing on the expansion trail, acquiring a major stake in street art and hip hop inspired apparel label Burn.
The Melbourne distributor of skate, surf and snow apparel and accessories now owns a 50 per cent stake in Burn.
Burn founder, graphic artist Brendan Elliot, will remain in a creative control position, while Lush Productions will take on production and logistics.
Lush Productions marketing director Mark Vati said Burn slotted well into the company's existing portfolio of over 20 brands, which also includes distribution for Hype! and Zoo York among other brands.
"(Burn) is highly regarded within street art and hip hop circles and Lush see an opportunity to grow Burn through many of its existing skate and streetwear accounts," he said.
Vati said Burn currently has approximately 20 stockists.
The acquisition follows the recent coup by Lush Productions to manage the Australian and New Zealand distribution of NHS apparel and surfboard brands. Lush Productions also acquired the licences for NHS brands Independent Truck Company and Santa Cruz.
Earlier this year, Lush Productions also entered into a joint venture with Fourstar Distribution USA to distribute C1RCA footwear and apparel.
Next on the cards is the release of its own childrenswear line, Alphabet Soup, designed in conjunction with Elliot. It will launch in spring 2010.