Marilyn, Elvis, Ali, Michael: They’re four of the world’s top-earning dead celebrities, pulling in a combined $509 million last year. As Nike sniffed around, the company’s market cap soared to $450 million, but it plummeted when the sporting giant walked away. Then he started his own, Ride Snowboards, and took it public in 1993. Next he bought a snowboard business for $35,000, selling it for $5 million four years later. Salter got his start during the 1980s, driving store-to-store to sell windsurfing equipment. And the truth of the matter is, she wore Chanel No. 5 deal doesn’t pay as well, but I think that’s important for the brand because it gives a halo effect. “You can sell X amount of Marilyn Monroe fragrance at a mass-market retailer, or you can do a deal with Chanel No. Then he built the business back up, purchasing the other 20% of the estate and increasing the number of licenses to the sweet spot of 100, focusing on venerable brands that Monroe actually used in life- like Chanel No. In all, Authentic Brands does an estimated $400 million in revenue.įor Marilyn Monroe, Salter purchased 80% of the Monroe estate in 2012 for a reported $20 million to $30 million before slashing its 300 licensing deals-from T-shirts to refrigerator magnets-down to 80. He first did this with decayed old brands like Airwalk shoes-and then moved onto doing it with celebrities. No one better knows how to take a dead brand and revive it than Salter.
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