Amir R. Amir envisions a company that would acquire and revitalize consumer product companies, combining his passions for building and improving businesses and for creating superior products. The name “Equitium” derives from the word “equity.”
The Equitium Group, LLC is established in Miami, Florida by Amir R. Amir and Anthony Nichtawitz and gets its start by providing management consulting services. The company’s offices are located at the Brickell Bay Office Tower in the heart of Miami’s financial district.
The Equitium Group acquires Caswell-Massey, the storied American personal care brand, on behalf of an investor. Equitium principals take on the roles of CEO and COO under a management agreement. Caswell-Massey is based in Edison, New Jersey.
Founded in 1752, Caswell-Massey was America’s first dedicated purveyor of personal care products and is presumed to be the longest-lived American consumer brand. Caswell-Massey has an unrivaled heritage, having served such notables as George Washington and John F. Kennedy. Through the mid twentieth century, Caswell-Massey was the perfumery of America as the Astors, Vanderbilts and other titans of business and politics procured their personal grooming products from Caswell-Massey. However, by the early 21st century the brand’s shine had faded.
2007 – 2010
Equitium turns around Caswell-Massey’s sales despite the severe recession, and accelerates growth through a record-setting revival of the brand and its products. Equitium makes Caswell-Massey’s brand heritage relevant to today’s modern, affluent consumers, creating a product line that uses natural formulations without compromising on performance or on a luxurious experience (e.g., perfume-quality scents). Sales expand geographically as far as Dubai and Hong Kong.
Equitium negotiates the purchase of high-end fashion company Luca Luca for a group of investors. Equitium principals take on the roles of CEO and COO. Luca Luca is based in New York City.
Luca Luca was founded in 1991 in New York, by Italian-born designer Luca Orlandi. Unlike many of his peers who built their fashion business through wholesale, Orlandi opened his own high-end boutique on Madison Avenue when unveiling his first collection. By 2004 Luca Luca operated eight stores in New York, Chicago, Miami, Palm Beach, Dallas, and Houston. The brand became synonymous with elegance and luxury. Upon the sale of the business in 2008 Luca Orlandi retired from the world of fashion and his protégé Raul Melgoza took over as creative director.
2008 – 2011
Equitium restructures Luca Luca, eliminating duplication of effort between the New York design department and the Milan production facility. Equitium also transfers the procurement function from Italy to New York. Production costs drop, quality increases, and time-to-market is shortened.
NASDAQ invites Luca Luca to ring the closing bell on the occasion of New York’s Fashion Week. Luca Luca welcomes Neiman Marcus as a wholesale customer.
Equitium acquires Gianna Rose Atelier as an add-on to Caswell-Massey. Founded in 1995, Gianna Rose Atelier soaps have been known in many countries for their innovative and artistic designs.
Luca Luca achieves the best results in its history and prepares an expansion plan to open more retail stores.
Equitium’s management agreement for Caswell-Massey ends.
Equitium acquires the Luca Luca brand from the investor group.
The Equitium Group’s consulting business is spun off as Insight 2 Action under the leadership of Anthony Nichtawitz.
Equitium, Inc. is formed and establishes its headquarters in New York.