Alen Brandman owns Psycho Bunny. The fashion brand, originally founded by Robert Godley and Robert Goldman in Montreal in 2005, now operates under Brandman’s complete ownership following his acquisition in 2021.
The numbers tell the growth story. Psycho Bunny expanded from three stores at the pandemic’s start to 76 locations across the United States by December 2023. The brand targets 130 stores worldwide by year’s end, while direct-to-consumer sales now account for 70% of total business.
Product diversification has followed the retail expansion. Polo shirts still represent roughly 30% of sales, but the brand’s collection now spans T-shirts, outerwear, swim trunks, golf apparel, and accessories. This evolution from neckwear specialists to multi-category retailer reflects strategic decisions made during the ownership transition.
This guide covers Psycho Bunny’s ownership journey—from Godley and Goldman’s creative founding to Brandman’s business-focused leadership. You’ll discover how ownership changes shaped the brand’s retail strategy and product direction, plus the key partnerships that support its current growth trajectory.
From Founders to Fashion Moguls: Who Owns Psycho Bunny?
The path to Psycho Bunny’s current ownership structure involves strategic business decisions spanning nearly two decades. While Alen Brandman holds complete ownership today, the brand’s transformation required careful orchestration of partnerships, acquisitions, and leadership changes.
Alen Brandman’s acquisition and leadership
Brandman’s entry into Psycho Bunny began through his role as the brand’s outerwear licensee. Armed with a Harvard Business School education and 30 years of apparel industry experience, he spotted potential in the struggling brand around 2013. When operational challenges threatened Psycho Bunny’s survival, Brandman stepped in to provide expertise.
The acquisition unfolded in phases. Brandman became the third equity partner alongside founders Godley and Goldman in 2016, while taking control of all production operations. His influence expanded in 2017 when he purchased 100% of operating rights and 50% of intellectual property rights. The transition completed in 2021 with Brandman’s full ownership acquisition, marking the founders’ exit from the business.
Today, Brandman serves as global CEO, applying his product-focused approach to the brand he had long aspired to own.
Thread Collective’s strategic role
Thread Collective functions as Psycho Bunny’s parent organization under Brandman’s Montreal-based operation. The company’s evolution from children’s denim manufacturer to multi-brand producer included licensing work for Bebe, Hurley, and Ellen Tracy.
Psycho Bunny represents Thread Collective’s sole owned brand following the sale of Sunice, their ski and golf label. This strategic focus allowed concentrated investment in the rabbit-logo brand’s development. Thread Collective enhanced Psycho Bunny’s supply chain capabilities in 2023 through technology investments in frictionless commerce solutions and cloud services.
Involvement of BBRC and Bertrand Cesvet
Brandman expanded the leadership structure in 2022 by partnering with private investment firm BBRC and creative expert Bertrand Cesvet as minority stakeholders. BBRC operates under Brett Blundy, an Australian billionaire businessman with extensive retail expertise.
Blundy’s operational excellence specifically attracted Brandman during Psycho Bunny’s aggressive retail expansion phase. “When I met him, I said, ‘I need that guy,'” Brandman explained about securing Blundy’s involvement.
Bertrand Cesvet joined as Executive Creative Director, bringing experience as former CEO and chairman of commercial creativity firm Sid Lee. Cesvet positions himself as “part of the investor group” with direct engagement in the brand’s creative development.
The leadership team’s evolution continued in 2023 with Anna Martini’s appointment as CEO, leveraging her background as former Montreal Canadiens CFO. This combination of retail operations, creative vision, and financial expertise supports Psycho Bunny’s global expansion strategy.
The Early Days: How Psycho Bunny Was Born
Robert Godley and Robert Goldman founded Psycho Bunny in 2005 with a vision to combine classic American sportswear with modern design elements. Their partnership would establish the foundation that Brandman later built upon.
The creative spark of Robert Godley
Robert Godley brought prestigious credentials to the partnership. The British designer had worked at Drake’s of London and Turnbull & Asser before his brief, turbulent stint at Polo Ralph Lauren. His tenure as creative director lasted just over a month—he was dismissed for being “too opinionated” after suggesting updates to their neckwear collection.
Stranded in America with “just a suitcase and a bicycle,” Godley started designing his own collection. The iconic logo emerged from his experiments with a skull and crossbones design, to which he added bunny ears. The rabbit held personal meaning—it represented his first toy, a gift from his grandmother that his son now owns. When a buyer saw the design and remarked it looked like a “psycho bunny,” the name was born.
Partnership with Robert Goldman
Goldman’s family had deep roots in neckwear manufacturing, starting Robert Stewart neckwear in 1919. When he met Godley at a Designers Collective in New York, Goldman was struggling to keep his family business afloat.
The two connected as “neckwear guys” and pooled approximately $25,000 to launch their venture. Goldman set a challenge: if Godley could secure an order from Barneys, they would become partners. Godley succeeded.
Initial focus on neckwear and polo shirts
Psycho Bunny started exclusively with ties made from English silk, featuring distinctive designs from tiny spades to Donnie Darko-style rabbit skulls. The brand expanded to English woven scarves before targeting polo shirts.
This foundation supported later expansion into t-shirts, bottoms, cashmere scarves, socks, and golf collections. Their commitment to “unparalleled quality and consummate craftsmanship” became the brand’s defining characteristic.
Turning Point: The Brandman Takeover
Psycho Bunny faced operational crisis in 2013. Internal struggles and management issues threatened the brand’s survival, despite what Alen Brandman recognized as “tremendous brand equity”. This moment would reshape the company’s entire trajectory.
Brandman’s background and entry into the brand
Brandman arrived with 30 years of apparel industry experience and Harvard Business School credentials. As CEO of Thread Collective, his Montreal-based company had evolved from children’s denim manufacturing into a production hub for brands including Bebe, Hurley, and Ellen Tracy. His initial relationship with Psycho Bunny began as their outerwear licensee.
The brand’s operational struggles created an opportunity. Where others saw problems, Brandman identified potential and offered his expertise to stabilize the business. His intervention would prove critical to the brand’s survival.
Becoming equity partner and acquiring rights
Brandman’s value became clear quickly. He gained control of all production operations in 2016 and joined Godley and Goldman as the third equity partner. The following year marked a significant escalation: Brandman purchased 100% of operating rights and 50% of intellectual property rights.
This strategic positioning gave him substantial control over business direction. Product diversification followed, expanding beyond polo shirts into golf apparel, casual shirts, shorts, swimwear, underwear, loungewear, fleece, and accessories. The foundation for systematic growth was established.
Transition to full ownership and leadership shift
Full acquisition came in 2021 when Brandman bought complete ownership, with original founders exiting the business. According to Brandman, “They walked away happy”.
Results were immediate. The company tripled its business and opened 20 US stores under his complete control. Team expansion reflected this growth: from six people within Thread Collective initially working on Psycho Bunny to over 130 dedicated exclusively to the brand, plus 500 field staff.
Strategic partnerships strengthened the foundation in 2022. Brandman brought in private investment firm BBRC and Bertrand Cesvet as minority partners, creating what he termed a “powerhouse leadership group”. This move positioned the brand for its next phase of global expansion.
Scaling Up: From Boutique Label to Global Retailer
Brandman’s ownership delivered measurable results across multiple business areas. The brand’s retail expansion, digital strategy, and product evolution demonstrate how strategic leadership can accelerate growth.
Store openings and international expansion
The numbers show aggressive retail expansion. Psycho Bunny opened 20 US stores in 2021, followed by 29 additional US locations in 2022. The brand now operates approximately 90 stores worldwide, with plans to reach 130 global locations.
International markets represent a key growth area. The brand established presence in Latin America, Japan, Dubai, and South Africa, extending beyond its North American foundation.
E-commerce and omnichannel growth
Digital retail performance doubled in 2021 compared to 2020. This growth created a balanced revenue model where online sales, wholesale, and physical stores each contribute roughly one-third of total business.
Operational improvements supported this expansion. The company implemented inventory management systems that boosted omnichannel fulfillment by 30% and reduced canceled orders by 93%.
Product diversification and new collections
Product expansion moved beyond the original polo focus. The brand now produces t-shirts, French terry fleece, technical outerwear, swimwear, and accessories while maintaining quality standards.
According to Justin Cohen, Chief Commercial Officer, this evolution has created “an incredibly loyal and fanatical customer base.” The strategy balances brand heritage with category growth.
Marketing, NFTs, and mental health campaigns
Psycho Bunny explored innovative marketing channels. The brand launched limited edition NFTs with street artist Buff Monster in 2022, followed by their Hero Bunny NFT collection.
The “Dad Up” mental health campaign shows broader social engagement. Partnering with HeadsUpGuys, the brand incorporated QR codes on clothing tags linking to mental health resources—extending brand purpose beyond fashion retail.
Takeaways
Brandman’s scaling strategy demonstrates how ownership transition can accelerate growth across multiple channels. The balanced revenue model, international expansion, and innovative marketing approaches position the brand for continued global development.
Conclusion
Psycho Bunny’s ownership story illustrates how strategic business transitions can reshape struggling brands. Alen Brandman owns Psycho Bunny today, completing his acquisition in 2021 after a gradual takeover that began in 2013. This transition moved the brand from a creative neckwear venture to a global retail operation spanning nearly 90 stores worldwide.
The transformation metrics speak clearly. What started with $25,000 in founder capital now operates with a balanced revenue model—online sales, wholesale, and physical stores each contributing roughly one-third of total business. Brandman’s Harvard-educated business approach and three decades of industry experience created the operational foundation for this growth.
Strategic partnerships amplified the expansion. BBRC’s retail expertise and Bertrand Cesvet’s creative direction formed what Brandman called a “powerhouse leadership group.” Anna Martini’s addition as CEO further strengthened the leadership structure, positioning the brand for continued international growth.
Product evolution followed the ownership changes. The brand maintained its quality craftsmanship standards while expanding from neckwear to golf apparel, swimwear, and digital initiatives like NFT collections. This diversification reflects Brandman’s understanding of consumer demand patterns and market opportunities.
The Psycho Bunny case demonstrates how ownership transitions can preserve brand identity while scaling operations. From Montreal’s modest beginnings to global retail presence, the brand shows that unconventional fashion concepts can achieve mainstream success when paired with strategic business decisions and operational excellence.
FAQs
Q1. Who currently owns Psycho Bunny?
Alen Brandman is the current owner of Psycho Bunny, having acquired full ownership of the brand in 2021.
Q2. How has Psycho Bunny’s retail presence expanded in recent years?
Psycho Bunny has experienced rapid growth, expanding from just three stores at the start of the pandemic to approximately 90 stores worldwide, with plans to reach 130 global locations.
Q3. What were Psycho Bunny’s initial product offerings?
Psycho Bunny initially focused on neckwear, particularly ties made from English silk, before expanding into polo shirts, which became their signature product.
Q4. How has Psycho Bunny diversified its product line?
While polo shirts remain a cornerstone, Psycho Bunny now offers a wide range of products including t-shirts, outerwear, swim trunks, golf apparel, and various accessories.
Q5. What innovative marketing strategies has Psycho Bunny employed?
Psycho Bunny has embraced innovative marketing approaches, including launching limited edition NFTs and implementing a “Dad Up” mental health campaign that incorporates QR codes on clothing tags linking to mental health resources.