Record label EMI Music has acquired merchandising company loudclothing.com from Completely Independent Distribution (CID) for an undisclosed sum. 

Record label EMI Music has acquired merchandising company loudclothing.com from Completely Independent Distribution (CID) for an undisclosed sum.

London-based EMI Music started supplying music merchandise in April this year after establishing distribution licences with US promoters Live Nation and AEG Live. Loudclothing.com and CID founder Nic Wastell will now lead EMI’s European merchandise operations, reporting to Peter Palmer, the senior vice president of global merchandising. The deal will bring the team up to 23 staff.

EMI sells merchandise for over 200 artists including David Bowie, The Clash, Kylie Minogue and Pink Floyd.

Wastell said: ‘[EMI has] successfully built a strong merchandise operation within a major music company, a text book case of how to develop and scale up this capability alongside other music services.’