NEW YORK--(BUSINESS WIRE)--Racebrook, a New York-based private equity firm and auction specialist, is pleased to announce the auction of an unprecedented portfolio of 150 renowned US consumer products and retail brands, each of which offers a unique brand heritage, consumer recognition, and historical relevance. The auction will be held live in New York City and online on December 8th at 10am at the historic Waldorf Astoria in Midtown Manhattan. 30% of the trademarks will be sold without reserve.

“In recent years, there has been a renewed interest around the world in branding that evokes nostalgia, making this auction of classic trademarks a rare opportunity for investors and forward thinking companies looking to capitalize on the authenticity that they provide in the global marketplace,” said John Cuticelli, CEO of Racebrook. “The brands that are available for purchase have significant brand equity.”

Spanning 13 business categories including personal care, food & beverage, corporate, apparel, home, consumer goods, technology, financial institutions, toys, travel, magazine, environmental, and sports, the auction will offer a wide range of opportunities across a variety of industries. Among the marques being offered include such iconic names as American Brands, Inc., Handi-Wrap, Meister Brau, Shearson, Victrola, Lucky Whip, Phar-Mor, Braniff International, Bowery Savings Bank, Snow Crop, Allied Signal and many more.

“A recognized brand name can cost millions of dollars, so this auction gives buyers the chance to acquire one for a fraction of its value and reestablish it for commercial use. Each of these brands could be the bedrock for a 100 million dollar business. These brand names have been, and will become again, globally recognized by consumers,” added Cuticelli.

Racebrook, which has extensive experience and resources in the auction arena as the owner of Sheldon Good & Company, the largest real estate auction company in the country, is holding the auction on behalf of an experienced brand management and licensing group that spent years accumulating this unmatched collection.

The auction will take place on Wednesday December 8^th at the Waldorf Astoria or via on-line internet bidding. Registration will begin at 9AM and the auction will start at 10AM. A Bidder’s Information Packet has been prepared for each trademark and must be purchased in order to take part in the bidding. The packet contains information on brand name & basic data, status page, domain name, historical use in commerce and US Patent Office File, Auction Information and Terms of Sale. Further information about the auction can be obtained at www.trademarkauctioninfo.com or by calling 800 374 4881.

ABOUT RACEBROOK

Racebrook Capital is a private investment firm founded in 2004 to capitalize on increasing prospects and disintermediation in the real estate and capital markets. Racebrook Capital was originally a portfolio company of Warburg Pincus, one of the oldest private equity firms in the world.