University of Alabama Alumnus Sells Hugely Successful Southern Lifestyle Brand
A University of Alabama graduate is selling a Southern lifestyle brand he grew into a regional powerhouse after fourteen years at its helm.
The brand, Southern Point Co., was founded in 2009 by Brent Howell, a UA alumnus. Its shirts, polos, shorts and more are made with close attention to premium, comfortable materials and sharp style for outdoor living.
Under Howell's leadership, the company's wares are available at several hundred locations in more than a dozen U.S. states, recognizable by their distinct logo featuring a German Shorthair Pointer.
On Monday, Howell announced he would sell the brand to Midland Apparel LLC, founded by brothers Keith and Greg Paul and Scott Danford, a trio of entrepreneurs from Columbus, Georgia.
“When I founded Southern Point Co., I could not find a Southern lifestyle brand that made high-quality products that stood out from the crowd," Howell said. “We have been successful in growing the brand through hard work and determination. When I met Keith, Greg, and Scott, I felt they shared my vision and possessed the business acumen and financial strength to take Southern Point Co. to a new level. They have asked me to continue to help them with product design which I am happy to do. I think the future is very bright for Southern Point Co.”
Midland said they are looking forward to working with Howell to continue the brand's explosive growth.
“We are very excited about this acquisition,” said Scott Danford, President of Midland Apparel LLC. “We believe that Southern Point Co. is a very distinctive lifestyle brand and that we have a strategy that will enable us to further differentiate ourselves from the competition. We have big plans for the brand.”
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