The Bon-Ton Holdings, Inc. retained Hilco Streambank to market for sale its intellectual property assets, including the trademarks for The Bon-Ton’s nameplates and associated private label brands, domain names, customer data and social media assets. Hilco Streambank was well-familiar with the assets, having assisted with the sale of the same assets in 2018 following Bon-Ton’s bankruptcy filing and subsequent liquidation.
Each of The Bon-Ton’s department store nameplates enjoyed a unique and rich history which, at its height, saw The Bon-Ton become one of the largest regional department store operators in the United States. It historically offered private label fashion apparel and accessories for women, men and children, as well as cosmetics, fine jewelry and home furnishings. Prior to The Bon-Ton’s 2018 bankruptcy, the brands boasted an omnichannel offering, operating approximately 256 department stores in the Northeast, Midwest and Upper Great Plains and the www.BonTon.com ecommerce website. In 2019, BonTon.com and the other ecommerce sites associated with each of the nameplates were re-launched with an emphasis on products in the home furnishings, apparel, footwear and accessories categories.
Hilco Streambank ran a comprehensive marketing campaign for The Bon-Ton’s intellectual property assets, contacting over 200 potential buyers. We conducted a bespoke bidding process, resulting in private negotiations which culminated in a deal closing in early 2021. Deal terms have not been disclosed.