PE-backed Brand Holdings invests in sunglasses firm Knockaround

Brand Holdings LLC, which is backed by T-street Capital and Kidd & Co, has made an investment in San Diego-based Knockaround, a sunglasses company.

Brand Holdings LLC, which is backed by T-street Capital and Kidd & Co, has made an investment in San Diego-based Knockaround, a sunglasses company. No financial terms were disclosed.


PITTSBURGH, March 14, 2022 /PRNewswire/ — Brand Holdings, LLC, a holding company focused on acquiring Direct to Consumer e-commerce companies and emerging brands and backed by consumer-focused investor T-street Capital and family office investor Kidd & Co., announced today that it has completed a growth equity investment in the high growth consumer sunglasses brand, Knockaround. Based in San Diego, CA and founded in 2005 by Adam Moyer, Knockaround is a disruptor within the branded eyewear market and a leading innovator, designer, and manufacturer of stylish and affordable sunglasses and other accessories.

Knockaround has evolved into a lifestyle brand with a broad assortment of non-prescription eyewear that includes polarized sunglasses, blue-light blocking glasses, ski and snowboard goggles, and a custom design eyewear program. Knockaround’s focus on creativity and authenticity along with building a culture around the brand have established a loyal fan base, positioning the company to achieve accelerated growth and realize its vision of becoming the leading sunglasses brand for consumers and athletes everywhere.

Adam Moyer, Founder and CEO of Knockaround, commented, “Knockaround has established and grown a fun and functional sunglasses brand for consumers everywhere by being both creative and affordable.” Moyer added, “We are ecstatic about bringing in the experience and expertise that Brand Holdings has in developing emerging consumer product brands. It’s clear that Brand Holdings’ CEO, Jeff Hennion, and his team, share a passion for Knockaround and truly support our strategy and vision for the future. We look forward to a successful partnership as we continue to expand Knockaround’s distribution across both retail and e-commerce channels.”

Jeffrey R. Hennion, Chairman and CEO of Brand Holdings, who will become CEO of Knockaround as part of this transaction, added, “The Knockaround brand is a perfect fit within the Brand Holdings family of emerging brands, and there is a huge opportunity to leverage the infrastructure at Brand Holdings, including sales, marketing, and operations, to really accelerate the growth and distribution of Knockaround’s products. What Adam has created in Knockaround is second to none in the space, and I look forward to growing this alongside him and his team.”

Dale Cheney, General Partner at T-street, commented, “We believe that we’ll continue to see strong growth trends within the active lifestyle and outdoor markets, and the Knockaround brand has successfully captured the consumer’s passion for both style and affordability.”

Gerry DeBiasi, Partner at Kidd & Co., stated, “We are enthusiastic to partner with such an amazing founder in Adam Moyer, as well as the exceptional team that he has assembled at Knockaround, to broaden the product offering and establish Knockaround as a leading consumer brand.”

About Brand Holdings
Brand Holdings, LLC, is a holding company focused on acquiring DTC e-commerce companies and emerging brands in the areas of health and wellness, active lifestyle, sports nutrition, beauty and functional foods, and other categories. Brand Holdings is backed by the consumer-focused growth equity fund, T-street Capital, and Kidd & Co., and led by industry veteran, Jeff Hennion. The holding company currently operates the e-commerce brands, Dr. Emil Nutrition, Simple Botanics, Healthy Skoop, and Knockaround.