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Sandra Halliday Published
November 19, 2025
Four Marketing has announced the acquisition of A-Cold-Wall, taking full ownership of the brand from its longstanding partner Tomorrow Ltd. But Tomorrow will continue to be closely connected to the label.
The new owner — which is itself part-owned by Frasers Group — said the deal “strengthens Four Marketing’s and Tomorrow’s shared vision for the future and commitment to A-Cold-Wall’s growth on a global scale, ensuring the brand’s continued innovation and influence in the fashion industry”.
Ben Banks, CEO and co-founder of Four Marketing, and Stefano Martinetto, CEO and co-founder of Tomorrow Ltd, have a 26-year partnership “built on shared goals and mutual respect,” we’re told.
And in a release on Tuesday they said that “with an extensive track record in retail, wholesale, and direct-to-consumer markets, Four Marketing’s expertise aligns seamlessly with Tomorrow’s original vision for A-Cold-Wall’s unique design ethos and cultural impact”.
The companies also said the brand has “evolved significantly” since Tomorrow’s original investment in 2025, and its complete acquisition of it in 2025 “laid the foundation for this latest phase, setting up the brand for accelerated growth and international success”.
Banks added: “The strength of Four Marketing’s supply chain operations, strong retail presence, and direct-to-consumer expertise will be pivotal as A-Cold-Wall embarks on its next stage of growth. The market has posed new challenges to us all and we must adapt. I also thank our strategic shareholder Frasers Group for supporting this transaction. Reflecting Tomorrow and Four Marketing’s aligned interests and strategic approach, Tomorrow will retain international distribution rights, leveraging its global infrastructure to enhance the brand’s value in key markets”.
And the label’s MD Giovanni De Marchi, (who’s “been instrumental in managing the delicate transition following Tomorrow’s full acquisition of the brand last year to its new ownership under Four Marketing”), said he believes the Four Marketing-Tomorrow link-up “is the perfect match to advance the repositioning strategy we began. This strategy aims to preserve A-Cold-Wall’s unique identity while creating a foundation for sustainable growth”.
Meanwhile Tomorrow’s Martinetto added that “we look forward to continuing to support its growth through our international distribution role. The exit also allows Tomorrow to double down its efforts on developing and supporting its remaining portfolio to maximise value while championing creatives”.
A-Cold-Wall recently opened a flagship concept store in Shanghai, developed in partnership with local affiliate Heng Cheng. This flagship “represents a significant milestone for the brand, underscoring its commitment to the Chinese market and expanding international footprint”.