Marquee Brands has completed the privatization of Canadian outdoor lifestyle brand Roots.

The deal will support Roots’ expansion into new product categories, international markets, and consumer segments.

As part of the transaction, Marquee Brands has entered into an agreement with strategic operating partner JM&A, led by Joseph Mimran and Frank Rocchetti, to oversee the brand’s operations.

“Taking on Roots is an incredible honour, and our strategic partnership with JM&A ensures the brand remains anchored in Canadian culture,” said Heath Golden, CEO of Marquee Brands.

“With that foundation in place, we see significant global opportunity to extend Roots into new categories, markets, and consumer segments while remaining true to what makes the brand distinctive.”

JM&A will serve as Roots’ core operating partner, overseeing design, development, manufacturing, and distribution of the brand’s men’s and women’s lifestyle apparel, as well as retail and e-commerce operations across Canada and the US – including its network of 100 stores in North America.

“Few brands are as deeply connected to Canada’s identity as Roots,” said Joseph Mimran, president and creative director of JM&A.

“The opportunity is to build from that strength with renewed focus on product, merchandising, and the customer experience, while remaining true to the character that has made Roots so distinctive.”

Roots’ headquarters will remain in Canada following the transaction.

“Over the past several years, we have restored Roots to a position of strength, with a distinctive Canadian identity that resonates with customers here and around the world,” said Meghan Roach, president and CEO of Roots.

“Roots remains proudly Canadian, and we are excited to build on our heritage and pursue the significant growth opportunities ahead.”

• Further reading: Marquee Brands buys majority stake in Roberto Cavalli.