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 is currently active in the following sectors:

  • Travel and Hospitality
  • Media and Live Entertainment
  • Fashion and Retail
  • Education and Training


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. The Line was co-founded by Vanessa Traina, Morgan Wendelborn, and is led by Charlie Cole. Assembled Brands has funded The Line since inception.


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. Protagonist was co-founded by Chris Ryskiewicz and Kate Wendelborn. Assembled Brands has funded Protagonist since inception.

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 $50 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 Executive Chairman and Co-Founder 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.

Charlie Cole, Executive Vice President of Assembled Brands and CEO of Assembled Retail Prior to joining Assembled Brands, Charlie held various positions spanning the digital and e-commerce world, including Vice President of E-Commerce at Schiff Nutrition where he helped drive the acquisition of Schiff by Reckitt Benckiser for 1.4 billion dollars—the largest multiple ever paid on the public market for a vitamin, mineral, and supplement firm. Charlie holds a Bachelor of Business Administration (B.B.A.) from the University of Washington where he studied Finance and Statistics.

Garth Mitchell, Director Strategy and Business Development Garth is the Director of Strategy and Business Development at Assembled Brands. He previously served as a Consumer Internet and Media Investment Analyst at Millennium Partners in New York. Before Millennium Partners, Garth was in investment banking at Lazard Frères & Co. where he focused on Restructuring and Distressed Mergers & Acquisitions advisory. He received a Bachelor of Arts degree in Economics from Morehouse College.

John Zdanowski, Executive Vice-Chairman and CFO John is the Executive Vice-Chairman of Assembled Brands and the CFO of General Assembly, The Line, and Protagonist. John has acted as an advisor to, or as CFO of, a number of technology companies where he led or arranged numerous rounds of venture capital, private equity and debt financings, two initial public offerings, seven sales of secondary stock, fifteen acquisitions and the sale of four companies. John was notably CFO of Linden Lab, the makers of Second Life. 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.


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

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