Ascendant: Consumer Brand Management Company Receives Growth Funding Package From Decathlon

Ascendant – a consumer brand management company with expertise in repositioning and building a legacy consumer product business – has received a growth funding package from Decathlon Capital Partners to support its expansion. The details of the revenue-based investment package were not disclosed.

The company will use the capital to grow the revenue of its five portfolio brands and expand through further acquisitions. Ascendant buys category-leading brands with a history of product innovation and wholesale-centered revenue and repositions them for growth in e-commerce channels.

Brand owners can partner with Ascendant by entering into an investment and operating partnership with the company or through an acquisition. And Ascendant has successfully retained the strengths of a legacy consumer product business while shaping the brand and its product line to better compete in e-commerce channels.

Based in Logan, Utah, Ascendant will repay the investment by Decathlon Capital Partners through its future revenues. And Ascendant was not required to give up any control of the company, and no equity or ownership was exchanged for the growth capital.


“Previous to founding Ascendant, we were pioneers in using the logistics management and marketing tools Amazon offers,” Needham said. “And for more than a decade, our team – now led by our CEO, Cameron Fredrickson – has successfully built businesses and executed growth for brands in Amazon’s dynamic marketplace, also by investing in the Shopify platform and retail channels.”

— JL Needham, Chairman and principal owner of Ascendant, said that his team’s knowledge of ecommerce sales channels, (notably the Amazon marketplace) has transformed Ascendant’s portfolio companies

“Ascendant is certainly in a position to experience notable growth through investment in ecommerce sales channels and further acquisitions,” Hoffman said. “Decathlon Capital Partners is proud to be a part of their expansion.”

— Matt Hoffman, Vice President of Decathlon Capital Partners






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