Steele Raymond facilitates sale of leading sportswear brand Viper 10

by Tim Stone, 06 September 2018

Leading Dorset commercial solicitors Steele Raymond LLP has advised Diamond Sporting Group  on the sale of its shareholding in Viper 10 Limited to family-owned sportswear company Stevensons.

Incorporated in 2010 by co-founders Roger Woodall and Stephanie Essex, Viper 10 spotted a niche in the market for an online sales performance team/sportswear brand and has grown to become one of the leading British sportswear producers with a loyal following of supporters.

Renowned for its colourful and vibrant kits, Viper 10 works with a number of top athletes including former England Rugby captain and World Cup 2003 winner Lewis Moody MBE, England International Netball player Geva Mentor as well as attracting a significant digital following.

Viper 10 will join the Stevensons Group’s other UK-based sportswear brand XXV Performance Sportswear based in St Albans.

Viper 10 co-founder and Diamond Sporting Group CEO Roger Woodall said: “Creating Viper 10 has been an incredible journey and we are proud that the brand has broken the industry mould within this time, which has seen a number of big international teamwear brands go bust.”

The transaction was led by Partner and company and commercial solicitor Tim Stone, alongside company and commercial Partner Craig Hardman and commercial property partner Jennifer Rogerson who provided comprehensive support and advice on the sale of Viper 10. 

Tim said: “We are delighted to have helped Viper 10 throughout their journey to become one of the leading team/sportswear brands across the UK.  Roger, Fleur, Stephanie and the team at Viper 10 really have driven the brand forward through their passion for sport particularly when the sportswear industry as a whole is facing some challenging times. We wish the buyers all the best with their new acquisition and it is pleasing to hear that Viper 10 will continue to remain based in Dorset and we look forward to continuing to work with Roger and Diamond Sporting Group with their other commercial ventures.

Roger continued:  “Having a team of commercial solicitors by our side who understood our business inside and out helped us immensely. The commercial team at Steele Raymond were exceptionally professional throughout the whole sales process and on point at every turn, operating quickly and efficiently.

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Tim Stone

Partner and Chairman
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