Buyer Seeking to License A&P, Waldbaum's Brands

American Legacy Brands acquired the intellectual property of the defunct brands earlier this year
A&P products
Photograph courtesy of American Legacy Brands

The buyer of the defunct A&P and Waldbaum's brand names is a private-equity backed individual with a food wholesaling background seeking to license the storied names to product manufacturers and retailers.

Hilco Streambank earlier this year announced it sold the brands, which once belonged to the Great Atlantic & Pacific Tea Co., known as A&P, which liquified in a 2015 bankruptcy. A&P was once the country’s biggest food retailer; Waldbaum's was one of its banners, with a strong presence on Long Island, N.Y.

The buyer is a new entity known as American Legacy Brands, based in New York. Steven Shamula, who said he was engaged to run American Legacy, told WGB in an interview the company would look into traditional licensing of the names to manufacturers, retailers and wholesalers for use in products, store banners and private brands.

Shamula declined to identify the principal owner, saying the company was only getting started in its marketing efforts. Brochures for the brands contemplated using the A&P team for coffees, teas and seafood, and the Waldbaum's brand name for “New York-inspired” specialty baked goods.

Shamula said he was previously engaged at a company that licensed brand names in electronics.

While A&P auctioned most of its stores, Hilco Streambank was engaged to sell its intellectual properties. Hilco previously made deals for the Pathmark brand, acquired by Allegiance Retail Services, as well as the SuperFresh and Food Emporium banners, acquired by Key Food Stores Cooperative.

Hilco said the buyer also acquired the Food Basics discount brand.



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