Crown Brands Group Acquires Hanky Panky
December 24, 2025
Crown Brands Group, backed by G72 Holdings, has acquired iconic intimate apparel brand Hanky Panky in partnership with Rafar Group (the parent of Gelmart International). Rafar Group will serve as the core operating partner overseeing product, e-commerce and distribution while Hanky Panky founders will remain on the board; the deal is Crown's inaugural acquisition and establishes a new premium consumer brand platform.
- Buyers
- Crown Brands Group, Rafar Group (Gelmart International), G72 Holdings
- Targets
- Hanky Panky
- Industry
- Consumer Products
- Location
- New York, United States
- Transaction Type
- Buyout
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