Brands etc was set-up as a vehicle to acquire, actively manage and/or invest in 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.

In March 2005 a vehicle called First Sports Group was formed to acquire First Retail (now called The Fit Co), the leading sports retailer within the UK Private Leisure Club Market. The Fit Co has over 250 outlets within the David Lloyd, Esporta and Holmes Place chains. The Fit Co is in the process of rolling the concept out further.

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.

IIn July 2008, TLG Brands, which was formed by Brands etc and Synova (majority shareholder), 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.