Private equity firm Capital Resource Partners has acquired Glendale, a direct marketer of ceremonial uniform accessories and parade equipment worn and used by the military, police and fire departments, schools and organizations.
Terms of the Jan. 4 deal were not disclosed. Investment firm Tully & Holland acted as financial adviser to Catalog Marketplace, d/b/a Glendale.
Glendale sells through its catalog and its website www.paradestore.com. Glendale sells uniform accessories, flags and flag accessories, replica rifles, swords, and other related products used and worn by color guards, honor guards and drill teams. Glendale was established in 1947 and is based in Northvale, N.J.
Andy Silverman, a principal at Capital Resource Partners says from an investor’s standpoint, Glendale has had a “tremendous response rate from its catalogs, has introduced new products, and is known for its excellent customer service.”
Joe Rivas is the new CEO of Glendale, Silverman says.
“For us to expand the business,” Silverman says, “we need to make complementary acquisitions. And there hasn’t been a lot done with SEO, web-based marketing and email marketing.”
Silverman estimates 15-20 people work at Glendale. “Glendale has done a tremendous job of building a loyal, very large and very diverse customer base,” Silverman adds.
Glendale carries thousands of SKUs of parade equipment and ceremonial uniform accessories including uniform accessories such as dress white gloves, hats and carriers, berets, bib scarves, buckles, belts, pins, patches, insignia, medals, shoe/boot accessories, shoulder cords.
The company also sells flags, carriers, covers and cases, stands, poles, and ornaments, replica rifles, and swords.