Crown Brands Group Seizes Opportunity with Acquisition of Hanky Panky Intimates

Crown Brands Group Secures Iconic Hanky Panky Under Its Umbrella

In an impressive move to shape its identity in the brand management sector, Crown Brands Group has made waves with the acquisition of Hanky Panky, a beloved name in intimate apparel renowned for its innovative creation, the World's Most Comfortable Thong. This milestone acquisition not only sets the foundation for Crown's portfolio but also signals a commitment to nurturing brands with rich heritage and consumer loyalty.

Founded in 2025, Crown Brands Group aims to breathe new life into classic brands through strategic management and innovative marketing. The partnership with Rafar Group, the parent company of Gelmart International, is pivotal. Rafar brings 70 years of industry experience to the table, poised to enhance product design, development, and e-commerce operations for Hanky Panky. Together, they will not only focus on product excellence but will also synergize their expertise to expand the brand’s global presence.

As the first significant acquisition for Crown, this transaction represents a strategic anchor for an ambitious portfolio aimed at revitalizing consumer favorites. Under the guidance of CEO Raymond Dayan, Crown seeks to cultivate enduring brand loyalty while upholding the dignity of brands that women have relied on for nearly five decades. “Hanky Panky epitomizes the brand ethos we envision—rich heritage, category leadership, and unparalleled customer devotion,” stated Dayan.

The design and operational capabilities of Rafar Group complement Crown’s vision perfectly, offering a robust framework for exploring new market opportunities. The ambition to amplify Hanky Panky’s existing consumer base comes amidst an era where e-commerce is increasingly central to retail strategy.

Hanky Panky’s enduring appeal is exemplified by the fact that one of its Signature Lace Thongs sells every ten seconds globally, distributed through over 2,500 top-notch boutiques, department stores, and online platforms. The upcoming collaboration is expected to build on this existing momentum while reaching out to new demographics interested in quality intimate wear.

Yossi Nasser, CEO of Rafar Group, expressed his excitement regarding the merger, stating that the partnership would honor Hanky Panky’s legacy while adeptly aligning the brand with modern consumer expectations. “Hanky Panky's recognition of comfort and quality, combined with our operational expertise, offers a unique opportunity to enhance its visibility and accessibility among consumers,” he said.

The original founders of Hanky Panky, Gale Epstein and Lida Orzeck, remain deeply involved in the brand's trajectory. They will join the board of directors to ensure that the traditions of comfort and female empowerment are ingrained in the company’s future. Their involvement reflects a shared vision where the heritage of Hanky Panky will continue to flourish under the stewardship of Crown and Rafar.

“We prioritize the legacy built on comfort, quality, and empowerment and are thrilled to partner with those who respect and uphold these values,” remarked Epstein and Orzeck, articulating their trust in Crown and Rafar to drive innovation while respecting the brand's core identity.

The strategic move is further enhanced by the advisory support from Wedbush Securities as financial advisors, and legal counsel from Morrison Cohen and Sills Cummis Gross for Crown and Rafar. For Hanky Panky, Consensus provided financial advising, supplemented by legal advice from Perkins Coie.

As the intimate apparel landscape evolves, Crown Brands Group and Rafar Group's partnership signals a proactive approach to navigating new market terrains, making it a collaborative force that seeks sustainable growth through innovation and heritage brand integrity. As this dynamic duo embarks on their journey, the intimate apparel world watches keenly, anticipating fresh approaches while maintaining the exceptional quality Hanky Panky has long been celebrated for.

For more about Hanky Panky, visit hankypanky.com. To learn more about Crown Brands Group, check out cbgny.com.

Hanky Panky is not just a brand; it’s a story of women, comfort, and empowerment—ready to embrace its next chapter with renewed confidence under the watchful eye of Crown Brands Group and Rafar Group.