New York-based distributor Sports Entertainment Events Merchandising, also known as SEE Merchandising (PPAI 250240), has been acquired by Dyehard Fan Supply, an event and retail merchandise experience and ecommerce company formed and managed by Teall Capital. The purchase of SEE Merchandising’s business marks Teall Capital’s second acquisition in recent weeks as part of the formation of Dyehard.
Founded almost 30 years ago, SEE Merchandising caters to both sports and entertainment events, including the US Open and USTA Jr. Team Tennis & League National Championships. Its leadership team has directed merchandising for more than 65 properties including the TCS New York City Marathon and Paul Simon’s Concert in Central Park; worked with licensed brands such as Garfield and Looney Tunes; and constructed retail stores from New York to Las Vegas.
Teall Capital, a private equity company based in North Carolina, Georgia, and California, created Dyehard Fan Supply in late 2017 with Team Retail Solutions as its first acquisition. With the acquisitions and anticipated additional investments, Dyehard will offer a network of merchandise companies for fans and customers at sports, music and entertainment events.
Teall Capital Chairman Ben C. Sutton, Jr., says the acquisition of SEE Merchandising is a major step forward as Dyehard establishes itself. He adds, “SEE Merchandising brings an abundance of merchandising experience to Dyehard on national and international levels. The team at SEE Merchandising has a track record of firsthand experience working at hundreds of venues—and that’s something very few other companies can match. We’re incredibly pleased to have SEE Merchandising as part of the rapidly growing Dyehard family of companies from all over America.”
Rex Hough, CEO of Dyehard Fan Supply, says, “In short order, Teall’s acquisition of SEE Merchandising has already provided substantial insights and logistical resources that have improved the customer experience, as well as a network to fuel rapid expansion of our footprint. In turn, SEE Merchandising brings its own highly collaborative work processes to Dyehard as we continue to roll out our collective services to sports teams, tournaments, bowl games, concerts and festivals, races, and musical and theatrical productions.”
SEE Merchandising’s expansive field of experienced contractors, who work at events across America and in select international venues, will be asked to become part of the Dyehard team. Hough adds, “All of SEE Merchandising’s staff will come over to Dyehard. We look forward to working with an enormous talent in Jim Decker, founder of SEE, and the rest of his team.”
