Nau’s Remarkable Second Life
At the end of last week, Nau announced that they’re back. They’ve been acquired by another remarkable company – Horny Toad – who has agreed to handle their financing issues and has wisely supported Nau keeping its distinct and remarkable brand personality in tact.
One of the reasons they decided to hunker cited in their “comeback” blog post is the outpouring of both emotion and ideas in their Thought Kitchen blog upon the announcement of the brand and its stores shuttering. I can imagine the mixed emotions with which I would greet the prospect of being saved/consumed by another brand. I think its a testament to the team’s dedication to Nau’s mission and to its customers that they are giving Nau 2.0 a go.
For the flip side of this unique relationship, check out Horny Toad’s “We have a sister!” post which discusses the business deal not as an acquisition, but the adoption of a new family member. Funny how the choice of a few simple words can make such a difference in demonstrating what a brand stands for.