Polaroid

case study

Invested in a strong brand, despite its challenged business circumstances and transformed it into a thriving licensing business.

summary-client polaroid

By The Numbers

Generous fee-based remuneration with significant success-based bonus

We helped this iconic consumer electronics brand find new life after acquiring it out of bankruptcy as part of a joint venture and transforming it into a licensing platform. We sold the brand in 2017.

Founded in 1937, Polaroid was made famous by its instant film cameras. In 2005 the company was acquired and transitioned to a distribution structure, withdrawing from its historical manufacturing emphasis. In 2008, the company was placed into bankruptcy due to complications of its parent company. Recognizing the strong legacy and brand strength of Polaroid despite its recent challenges, we purchased Polaroid’s intellectual property alongside select strategic partners. The sale also included a 25% equity stake for Polaroid’s unsecured creditors.

Together with our partners, we shifted Polaroid to a "license/royalty" business model and began securing global licensing agreements. We also implemented organizational enhancements to align with the new structure, including retaining the majority of Polaroid’s licensing team and key members of leadership.

As of the sale date, the Polaroid brand could be found on a range of consumer electronics products including instant and digital still cameras, lifestyle action sports cameras, tablets and flat screen TVs. Polaroid products achieved distribution in over 100,000 retail stores in more than 100 countries around the world. Additionally, Polaroid maintained partnerships with over 50 best-in-class licensees across the globe, all of which contributed to the company regaining its place as a leading international consumer electronics brand.