Unified Commerce Group (UCG) has purchased the assets of Steven Madden‘s Greats, a digitally native footwear business that specializes in quality trainers for both men and women. 

Greats joins Canadian fashion brand Frank And Oak and Los Angeles-based athleisure brand Spiritual Gangster as UCG’s third brand in its portfolio. 

Greats was once owned by Steven Madden, a worldwide famous designer and marketer of fashion-forward footwear, accessories, and apparel. UCG will take over operating responsibilities, and Steven Madden, through one of its subsidiaries, will become a shareholder in UCG.

“Greats pioneered the direct-to-consumer model in footwear, and continues to delight its customers with high-quality, beautiful fashion sneakers,” said Dustin Jones, CEO and founder of Unified Commerce Group, 

“We have admired the brand for a long time, and the clear synergies with our existing apparel brands, along with its valuable customer base presents an excellent opportunity to leverage our operational expertise to drive further scale.”

In addition, UCG also makes a strategic investment in Utah-based womenswear retailer Bohme.

Greats was founded in 2014 and is noted for its classic, aspirational, and flexible styles.