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Brands Incorporated
Specialist strategy and advisory for consumer brands that want to be profitable - and make a difference.
Get in TouchFrom a Camden market stall to 12+ countries. Introduced Carhartt, G-Star & Penfield to the UK market. Sold to Pentland Brands.
Specialist advisory for consumer brands - strategy, financing, licensing, and growth.
The world’s first pop-up mall. Grew to Shoreditch, Croydon, and Wembley. Majority stake sold to Lloyds Development Capital, 2021.
Family office backing consumer brands that align profitability with purpose.
Container Kitchens. Rent or Buy. Anywhere, Anytime.
Founded 2005 · Roger Wade
A specialist advisory firm for consumer brands - built on three decades of hands-on brand building.
Brands Incorporated is a specialist strategy and advisory consultancy for consumer brands. Founded in 2005, the firm works with ambitious consumer businesses at key inflection points - helping them sharpen their positioning, prepare for investment, and build for lasting value.
The firm was founded by Roger Wade - a British entrepreneur with over 30 years of experience building and scaling consumer brands. He is the founder of Boxfresh, the pioneering British streetwear label that introduced Carhartt, G-Star, and Penfield to the UK market, which grew from a Camden market stall to an international brand operating in over 12 countries before selling to Pentland Brands in 2005.
In 2011, Roger launched Boxpark Shoreditch - the world’s first pop-up mall built from repurposed shipping containers - followed by Boxpark Croydon (2016) and Boxpark Wembley (2018). He led Boxpark for over a decade through its most successful and profitable period, before selling a majority stake to Lloyds Development Capital in 2021.
Roger is also Chairman of BoxKitchen and leads Boxfund, a family office backing consumer brands that align profitability with purpose. Between 2020 and 2024, he completed executive programmes in ESG, Private Equity, Venture Capital, and Leadership at London Business School, Imperial College Business School, and Said Business School at the University of Oxford.
Six areas of advisory - a clear articulation of where 30 years of brand-building experience becomes directly useful.
Positioning, identity, and market differentiation. Helping brands understand who they are, what they stand for, and why that matters to the people they want to reach.
Scaling from challenger brand to established player. The difficult middle miles - navigating growth without losing what made the brand worth building in the first place.
Preparing consumer brands for funding rounds or acquisition. Getting the story, the numbers, and the team ready for serious investors who have seen everything.
Helping brands build profit and purpose together - not as a trade-off, but as a long-term strategy for resilience, relevance, and genuine competitive advantage.
Routes to new revenue streams. Using a brand’s equity to enter new markets, categories, and partnerships without diluting what the brand has worked to build.
Direct, hands-on advisory for entrepreneurial founders - the kind of hard-won counsel that only comes from having built, scaled, and sold consumer brands.
“if you’re not special to the customer, you won’t exist.”
- Roger Wade, Brands Incorporated
Brands Incorporated works with a focused number of clients at any one time. If you’re building a UK consumer brand with ambition and purpose, we’d like to hear from you.