D – In mid-February 2025 the Hamburg-based promotional products supplier, allbranded, announced they had purchased the majority stake in Mula, Berlin. Mula has developed a pioneering platform that comprises of merchandise shops, fulfilment solutions and a completely digitalised user experience. The Berlin-based company will also continue to operate autonomously under the direction of the allbranded Group.
Purchasing the majority stake in Mula is a strategic milestone in allbranded’s corporate development, because it expands the competences of allbranded and opens up new potential in the field of merch technology solutions. The take-over will also contribute to allbranded’s long-term growth strategy, as Arne Schubert, CEO and founder of allbranded, reported: “Mula will help us expand our technological know-how and create the basis for forward-looking merchandising solutions that offer our customers an even more diversified product and service offer. Furthermore, we look forward to being able to greet a highly-talented team to the allbranded family.”
With this acquisition allbranded is underscoring its demand to push innovation and technology further forward in the promotional products industry. By combining the technological strengths of Mula with the brand development goals of allbranded, exciting perspectives are to arise for the existing and new customers.
Individually designable promotional products bearing the ELF logo and the logos of the teams are available from allbranded with immediate effect.
Beyond this, as the official licensing partner of the European League of Football (ELF), allbranded will offer individually designable promotional products bearing the official ELF logo as well as the team logos of all franchise partners with immediate effect. This partnership offers the company the chance to connect its brand with the growing enthusiasm for American football in Europe and integrate the emotional value of the sport into its brand communication.
The promotional products, for which there are no minimum order quantities, include among others T-shirts, caps, cups and more exotic items. Company logos can be placed right next to the brand logos of the franchise partners of the European football league.
