A new bright future has been secured for Samurai, the Norfolk-based international sportswear company, following the acquisition of a majority equity stake by Primosole Holdings.

Primosole is a diversified investment holding company which partners predominantly with large family offices to acquire majority ownership and operational control in small-medium enterprises with a platform for growth in the Technology, Consumer Goods, Energy and Real Assets Space.

Primosole vision is to grow and transform Samurai into the most attractive and iconic brand in the rugby community and beyond.

The plan is to pivot Samurai’s approach to branding, marketing and technology while retaining the unique product quality and expertise developed in 25-years of company history.

Alongside Samurai’s founder Terry Sands and its family, Primosole intends to focus, strengthen and grow the existing unique bespoke teamwear platform while in parallel develop a direct-to-consumer e-commerce based athleisurewear brand, starting with rugby.

The new management team will be formed of the newly appointed CEO Stefano Schivo, Terry Sands in the new role of Director of Commercial Relationships and Keeley Theobald as Head of Operations and Production.

The Samurai team is also being reinforced with a number of key senior hires in strategic areas of the business supported by the opening of a new London office in Shoreditch.

Speaking about the transaction, Stefano Schivo, said: “We are excited to partner with Samurai as we believe it represents a unique platform with significant untapped value – by merging different expertise Samurai has the potential to grow and further establish itself as a strong reference brand, particularly in the rugby community”.

Terry Sands about the transaction: “We are at the beginning of a new and exciting journey for Samurai and I am looking forward to continue serving our customers with our high-quality products and services as well as to the innovation and new ideas that our partnership with Primosole will bring – watch this space”.


About Samurai

Samurai is a well-established 25-years old fast-rising brand in the sports and teamwear industry with customers in 24 countries around the world, in a diverse range of sports beyond rugby.

Samurai have built a strong reputation for supplying very high quality, high specification bespoke sports clothing and equipment. Owning its own production facility enables Samurai to deliver world-class levels of service and quality excellence whilst staying true to their core values.

Among Samurai’s current customers are Premiership Rugby clubs Exeter Chiefs, Leicester Tigers and Sale Sharks, the Army Rugby Union, Hong Kong Rugby Football Club, Cornish Pirates, Kent Cricket, Gloucestershire and Derbyshire County Cricket clubs. Samurai Sportswear has thousands of customers in schools, universities & colleges, corporations and amateur sports clubs in hockey, netball and athletics worldwide.



t: +(44)1508 531010

May 30, 2021 — Samurai Sportswear