News:
Chase Erwin Successfully Acquires thesign®
In a move that signals bold growth and creative synergy, Chase Erwin has successfully acquired Swiss design house, thesign® marking a transformative chapter in the brand’s journey through luxury textiles. We spoke with Tony Attard and Lauren Stonnell to explore the vision and strategy behind this landmark acquisition.
Q&A with Tony Attard, Founder & Chairman of Panaz Group, and Lauren Stonnell, CEO of Chase Erwin
Congratulations on the acquisition of thesign® – a significant and pivotal milestone for Chase Erwin. What inspired this move, and what was the driving force behind the decision?
TA: I have known Patrick Stieger for many years, I actually knew his father initially. Patrick comes from a textile family and also shares a love of classic cars with me. I have always admired what he has created with thesign® and the design aesthetic he’s developed. Last year, he reached out and asked if Panaz Group would be interested in acquiring the company. He was aware of the work I was doing with the Panaz Group, especially with Chase Erwin, and felt it would be a great fit. From our perspective, it was a chance to add a complementary high-end brand to Chase Erwin and strengthen our position in the sector.
This acquisition and merger mark the beginning of a new global strategic partnership. Can you tell us more about how this relationship will shape the international presence of Chase Erwin?
LS: By combining our expertise and resources with thesign®, we’re positioning ourselves to become a more visible leader in the global luxury market. The acquisition significantly enhances our ability to expand into new territories, particularly in regions where thesign® has a strong foothold. Our international presence will strengthen as we integrate both companies’ operations and leverage a broader distribution network. The synergy of this merger will allow us to engage with new customers, while deepening our connections with existing clients, providing an enriched and seamless experience for all.
“This strategic move marks a significant milestone for Chase Erwin as it continues to expand its global footprint and reinforce its position as a pioneer in high-end textiles.”
What new opportunities or benefits can existing clients look forward to as a result of this acquisition?
TA: The Panaz group, after the acquisition of thesign® will consist of five brands all with specific expertise in their market sector and with the skill set to manage international sourcing and international sales channels. We will be taking the opportunity to expand thesign® in the UK, which in itself will be exciting, while our centralised distribution and customer experience centre will support existing international sales with high service levels.
What are your top priorities in the immediate period following the acquisition?
LS: The immediate focus is on ensuring a smooth integration. We’ll be working closely with both teams to align our operations and goals. Communication will be key, and we’ll be prioritizing transparency and collaboration across both organizations. Operationally, we’ll be reviewing supply chains, identifying areas for efficiency, and enhancing our digital presence globally. Equally important is nurturing our talent, ensuring both brands continue to attract and retain top-tier creative talent. This foundation will set us up for sustainable growth and success in the future as we continue the scale.
What are your growth expectations over the next 12–24 months?
TA: Industry professionals will know that the previous 12 months have been very difficult for our industry due to influences both political and economically out of our control. However, as the industry recovers Chase Erwin is well placed with products and international sales channels to capitalise on that recovery.
What specific synergies do you see between thesign® and Chase Erwin, both creatively and operationally?
LS: Creatively, both brands value high-quality craftsmanship and sophisticated design, albeit expressed through different lenses. Chase Erwin brings a deep heritage of luxury with a focus on understated elegance, while thesign® is more experimental, daring to challenge norms. Combining these creative strengths gives us the opportunity to create designs that are not only timeless but innovative.
Operationally, we see immense synergies in areas like logistics, technology, and customer experience. By integrating our back-end systems, we can improve efficiency, reduce costs, and elevate our global supply chain. These synergies will give us a competitive edge and help us drive the brands toward greater global success.
“The fusion of these respected names creates a powerhouse of design expertise and manufacturing excellence that will shape the future of luxury fabrics globally.”
How do you see this acquisition shaping Chase Erwin’s position within the industry?
TA: The acquisition of thesign® enhances Chase Erwin’s growing portfolio of high-quality fabric offerings and strengthens its reputation as a market leader in the premium textiles industry. thesign® is renowned for its cutting-edge design and craftsmanship, and brings with it a distinguished portfolio of textiles that have captured the attention of designers, architects, and manufacturers alike. With this acquisition, Chase Erwin expands its design capabilities and product range which are celebrated for their sustainability, luxurious textures, and timeless elegance. The fusion of these two respected names in the industry creates a powerhouse of design expertise, manufacturing excellence, and sustainability practices that will shape the future of luxury fabrics worldwide.
“By acquiring thesign®, we are adding an exciting dimension to our portfolio, combining their avant-garde approach to textiles with our dedication to craftsmanship.”
Is there a particular product or design from thesign® that really stands out to you — one that you’re especially excited about?
LS: Absolutely, the Mohair Collection is stunning, woven in Italy, the quality is exceptional, and it’s available in 30 colours!
With two distinct brands now under one group, how do you envision designing for both, given their different aesthetics?
LS: Both Chase Erwin and thesign® are brands with strong identities, and we are deeply committed to preserving their individuality while creating opportunities for them to complement each other. For Chase Erwin, we remain focused on our timeless elegance and craftsmanship, while thesign® brings an avant-garde edge to our portfolio.
Our in-house design team will work closely to ensure that both brands continue to speak to their respective audiences without losing their core values. Over time, we’ll explore opportunities for crossover designs, where elements of both aesthetics can create something fresh and exciting, however each brand will retain its unique essence.
“thesign®’ reputation for creating fabrics that merge traditional techniques with innovation aligns with our commitment to producing textiles of the highest standard.”
Looking ahead, what is your vision for the group over the next five years?
TA: The Panaz group has a great future with a young ambitious professional team mixed with some more experienced management, which is a great recipe to continue profitable growth into the future, in addition to being well positioned to take strategic opportunities when presented.
For more information on Chase Erwin and thesign®, please visit chase-erwin.com.