Brands etc LLP was set-up as a vehicle to buy, sell and actively manage a group of brand driven companies.

In early 2003 The Kendal Group was formed as a specific vehicle focused on the acquisition of sports and leisure brands. The first brand purchased was Zoggs, the market leading swimwear and swim equipment brand, in July 2003. This was followed by the acquisition of PureLime, a leading designer and producer of high quality clothing for the fast growing women's aerobic and fitness wear market in October 2004. The Kendal Group is actively looking to build up its portfolio of sports brands.

In March 2005 a vehicle called First Sports Group was formed to acquire First Retail, the leading sports retailer within the UK Private Leisure Club Market. First has 150 outlets within the David Lloyd, Esporta and Holmes Place chains. First is in the process of rolling the concept out further and plans to open another 150 outlets over the next three years.

In October 2005 a vehicle called Lilestone Holdings was formed to take a significant holding in Lilestone Plc. Lilestone owns Myla, a leading luxury lingerie brand. With a substantial new investment Lilestone plans to further expand the Myla brand with significant growth expected both within the existing UK and US markets and with an aggressive international roll out.

In July 2008, TLG Brands purchased the Fiorelli and Modalu fashion labels, the UK's leading supplier of affordable luxury handbags and accessories. The plan is to substantially grow the brands both in the UK and internationally.