Dubai-based company Sumwon Studios has acquired a Dutch luxury lifestyle brand known for its football-inspired apparel and accessories, Balr. This acquisition comes after Balr. filed for bankruptcy in July 2025.
This acquisition enables Sumwon Studios to save the Balr. brand from collapse, allowing it to relaunch with new international ambitions. Balr. will now be part of Sumwon Studios' growing portfolio of brands, which also includes the UK fashion retailer Missguided.
Founded in 2023, Sumwon Studios has close ties to fast-fashion giant Shein and plans to leverage the e-commerce company’s production system to quickly respond to trends and reposition the Balr. brand globally.
Founded in 2013 by former football player Demy de Zeeuw and two internet entrepreneurs, Blar. had been struggling financially, reporting losses of over €1.7 million in 2023 and €1.3 million in 2022. The company cited rising costs, declining sales, and debt from the COVID-19 pandemic as reasons for its bankruptcy.
Nitin Passi, Founder and CEO, Sumwon Studios, states, Balr. has a unique, authentic DNA that can't be copied. He plans to pursue new partnerships and reposition the brand with a focus on its unique place in the world of sports and lifestyle.
