Bell Gully senior associate Andrew Petersen said the fact that Pacific Brands was not buying the Fairydown brand in its entirety created complex brand-sharing issues. These were dealt with through a trademark sharing agreement between Pacific Brands and Arthur Ellis.

This also created separation issues, and transitional services were required.

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Bell Gully partners James Gibson and Phil Taylor were also involved in the deal and David Gould of Anthony Harper represented Arthur Ellis.

Petersen said the negotiations were “amicable”, and a very commercial approach was taken. The Bell Gully team worked closely with John Grover, Pacific Brands’ legal counsel, on the transaction, he said.