Australian businessman Nick Auditore has expanded his $100-million-dollar sports apparel empire by establishing a new holding company titled M2M Group.
Meaning ‘Moment to Market’, the group consolidates Auditore’s existing portfolio of licensing, creative and owned brands. This includes licensing company NAR, screen printing business DMND, creative agency 2045, and fashion label TNE, as well as local Lids and NBA Stores.
As CEO, Auditore said the new entity was the natural next step to streamline his portfolio and stay at the forefront of an ever-evolving industry.
“I am very pleased to announce the launch of M2M Group,” he said. “Across our business portfolio, we have more than a decade’s worth of experience delivering Australia’s finest creative and product solutions for our licence holders and retailers. Now, we can offer our full suite of services under the one umbrella.”
As part of the business shift, Auditore has invested in ROQ (re-order quantity) technology and AI-powered automation capabilities, implementing them in the manufacturing and marketing arms of M2M Group. According to the Australian businessman, the use of these technologies is the first of its kind in Australia and will allow M2M Group to take merchandise to market the very next day.
“The core proposition of M2M Group is our unparalleled ability to identify a cultural moment and bring it to customers in record time,” Auditore said. “Our ROQ technology is the only one of its kind in Australia and our investment in its development, and automation across our supply chain, allows us to deliver at a scale and speed like no one else in the local market.
“From trend analysis and licensing, to product design and merchandising, plus our manufacturing, marketing and retailing capabilities, M2M Group can respond to consumer demand in real time without compromising on quality.
M2M Group’s first major project under the new company is launching the official 2024 AFL Premiership collection.
In 2023, the group sold $3.5 million worth of Collingwood premiership merchandise, comprising almost 100,000 items, including 35,000 printed just after the final siren.
In 2024, M2M Group will deliver the winning team’s t-shirts to the MCG on Grand Final day, ready for purchase as fans leave the stadium. More t-shirt stock will be available from AFL and club stores the next day with further items dropping in the days and weeks to follow.
MGM manages more than 200 employees across Australia.