Assembled Brands

Building preeminent, enduring brands that epitomize a refined and intimate customer experience above all.


Assembled Brands® is a modern holding company that provides expertise, talent, and business development to emerging designers and companies building important, lasting brands.

We see an enormous opportunity to create seamless experiences at the intersection of the online and offline worlds.


Assembled Brands works to provide the right level of resources and support to help designers and companies realize their creative visions and build successful brands. Through our investment arm, Assembled Capital®, we provide financing.

Our integrated capabilities include:

  • Technology Development and Operations
  • Real Estate Development and Operations
  • Direct Marketing and CRM Management
  • Fulfillment and Logistics Operations


The Line® is a new kind of retail company that invites you to discover goods that inspire and refine - and to make them your own. By combining rich editorial storytelling with immersive online and offline experiences, we reveal the origins, creators, meanings, and uses of items that are carefully chosen to enrich a life well-lived.


Protagonist® is a ready to wear collection that elevates the modern wardrobe. Distinguished by subtleties of form, fit, and fabrication, each piece is developed through a studio-based design process that gives classic style new relevance and character. This unique balance of restraint and distinction results in refined silhouettes that evolve from season to season and can be worn in a variety of ways, keeping the focus on the person who wears them.

General Assembly

General Assembly is a network of campuses that provides education in technology, business, and design. Through high-quality offline and online programming General Assembly empowers a global community to pursue the work they love. Adam Pritzker co-founded and seeded General Assembly and today serves as chairman of the board. General Assembly has since raised $120 million from world-class institutions and provided the inspiration for the system Assembled Brands utilizes to build enduring brands.


Assembled Brands Executive Committee:

Adam Pritzker, Chairman and CEO Adam is the Chairman and CEO of Assembled Brands, a modern holding company. He is also the founding Chairman of General Assembly, a global network of campuses providing educational and professional development training. For his entrepreneurial endeavors, Adam was featured in Forbes’ 30 Under 30, Vanity Fair’s The Next Establishment, Inc. Magazine’s 30 Under 30, and Business Insider’s Silicon Alley 100. Adam holds a BA from Columbia University where he studied Anthropology and Philosophy.

Vanessa Traina, Executive Creative Director Drawing upon her extensive experience with global fashion houses such as Altuzarra and Balenciaga, Vanessa provides creative leadership across, The Apartments (our physical stores), Protagonist and the new brands we have under development. Vanessa works closely with the merchandising team to source and select goods for sale through online and offline channels. Applying her experience as a stylist for publications including The New York Times Style Magazine, WSJ Magazine, and i-D, Vanessa also leads our creative and editorial teams ensuring that all facets of our stores and brands are communicated with a distinctive refinement and intimacy. Vanessa plays a critical role working alongside our individual brand creative and design directors on brand development and collection merchandising.

John Zdanowski, Executive Vice-Chairman and CFO John is the Executive Vice-Chairman of Assembled Brands. As an electrical engineer turned startup CFO, John has engineered the growth of 5 companies from early stage to profitability and hundreds of millions of combined revenue. He also worked as an investment banker and as a management consultant earlier in his career, and got his start as an engineer in GE’s management training program. John holds an MBA from Harvard Business School, an MS in Electrical and Computer Engineering from Syracuse University, and a BS in Electrical Engineering from Clarkson University.

Mike Cook, Group President, Assembled Retail Mike brings to Assembled Retail more than ten years of experience successfully managing teams to meet and exceed the shifting demands of competitive, global, consumer-driven markets. Before joining Assembled Retail in June 2015, he was a partner at SundanceBay Real Estate, a real estate private equity firm. Mike oversaw the firm’s expansion from a staff of six to more than seventy employees working across functions, and during his tenure, the firm raised $50 million to acquire and operate apartment communities in select U.S. markets. Today SundanceBay owns approximately 2,700 apartments with a total value of $170 million. Mike’s previous experience includes running his own residential and commercial real estate firm. He earned a B.A. from Claremont McKenna College and a master’s degree from Columbia University.


Thank you for visiting Assembled Brands. We are headquartered in New York City.

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