Down Right Merchandise and Overcast Merch, two independent merch companies, have completed a merger to form Armada, as they seek to challenge major labels’ merch operations in size and scope.
The new entity will operate as a single company with over 170 employees, over 250 stores, and operations spanning from its Boston headquarters to its to Long Beach production facility in California.
Down Right Merchandise and Overcast Merch have collectively paid out more than $30 million to clients since they started operations. Both companies started with the hardcore, punk, and metal music scenes before expanding into broader entertainment and consumer brands.
Their combined client roster includes musicians like Thrice, Tom Morello, and Owl City, along with Death Row Records, plus non-music brands such as Everyday Astronaut and Grillo’s Pickles, as well as creators such as Matty Matheson.
They expect their merger to compete directly with major record labels’ merchandising units. Armada will employ Down Right’s e-commerce and branding experience with Overcast’s production expertise.
“Armada will have greater ability to support more creative projects in branding and merchandising at a time when merch and e-commerce are becoming essential parts of any public figure or performer’s business.”
Andrew Doyle, Overcast Merch
Andrew Doyle, cofounder of Overcast, said: “We see enormous potential in our combined forces and expertise. We share common values and a history of building from the ground up, and we complement each other perfectly.”
“Armada will have greater ability to support more creative projects in branding and merchandising at a time when merch and e-commerce are becoming essential parts of any public figure or performer’s business.”
Seamus Menihane, CEO and cofounder of Down Right, added: “Inherently, music is a relationship-based business. We knew about each other and realized we could do more if we teamed up. As we discussed a potential merger, we spent a lot of time talking about how to collaborate, how to create a company culture, not just business structure.”
“The geographic spread and connections, plus our strengths in physical production and D2C commerce, means we’ll be able to serve more people in more ways together. It just made sense.”
Seamus Menihane, Down Right Merchandise
“The geographic spread and connections, plus our strengths in physical production and D2C commerce, means we’ll be able to serve more people in more ways together. It just made sense.”
The merger comes as the merchandising market is projected to grow to $16.3 billion by 2030 from $14 billion in 2024, according to a MIDiA Research report in October.
However, MIDiA warned that as the market matures, annual revenue growth is expected to fall to 1.6%.
In June, Universal Music Group opened its second physical retail location globally, launching the UMusic Shop inside its UMusic Hotel in Madrid.
The store sells merch including vinyl records, apparel and artist-specific products from Universal Music’s catalog. UMG’s first physical store opened in Japan in October 2023.
Music Business Worldwide
