The UK-based company has a roster of clients that includes Metallica and Oasis.
Sony Music’s merchandise division The Thread Shop is acquiring Probity, in independent European merch company that boasts the likes of Metallica, Oasis, Robert Plant, Rage Against the Machine and more on its roster of artists for which it deals merchandise on the continent.
It’s the latest move for Sony’s merch wing, as it sets its eyes on expansion geographically with the acquisition. And it follows the August 2019 acquisition of the merch division of The Araca Group, which has worked with artists like Led Zeppelin, Shania Twain and P!nk.
Probity will now become a division on its own within the Thread Shop structure, with founder Mark Stredwick remaining at the helm and reporting to the head of Thread Shop Howard Lau.