Rebranding Image After Acquisition Deal

Bob Johnson

PHILADELPHIA — announced that it is rebranding its image, elevating its global presence and reinforcing its position in the gay lifestyle market after parent company TLA Entertainment Group's January acquisition deal with New York-based investment firm Sterling Genesis International.

The company said its makeover is the natural next step in the evolution of the retailer’s business model, which will emphasize a bolder image for the brand headed by industry veteran Erik Schut.

“ has maintained its status as the leader in gay adult retail. We've made the letters "TLA" synonymous with gay entertainment,” Schut said. “But, with this acquisition, we will have the potential (and capital) to grow into an international brand.”

The Philadelphia-based company said it will continue to offer its gay home entertainment products like DVDs, toys, books and more, but will expand its reach with several new business initiatives, exclusive partnerships and strategic alliances.

“We are better than ever, and we have many promotions, surprises and changes in store for our customers and partners in 2014 and beyond,” Schut added. “But one thing that will not change is our dedication to our customers.”

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