Acquisition of EMP marks major step in WhyNow’s international expansion, following its partnership with US merchandising business Perryscope Productions in 2025
Arbor Law has advised Gabe Jagger’s WhyNow on its landmark acquisition of EMP from Warner Music Group, in a deal that significantly strengthens the British entertainment group’s position in the global music merchandising market.
The acquisition brings Europe’s leading rock and entertainment merchandise retailer into WhyNow’s growing international portfolio, extending its reach across the continent and accelerating its ambition to build a global fan commerce business.
It also marks another major transaction for Arbor Law, which has worked closely with WhyNow as the business has expanded internationally, including advising on its partnership with New York-based Perryscope Productions in 2025 , the US merchandising business whose portfolio includes internationally recognised artists such as AC/DC.
From US expansion to European market leader
Founded in 1986 and headquartered in Germany, EMP is one of Europe’s best-known music and entertainment merchandise retailers, connecting millions of fans with officially licensed products from some of the world’s biggest artists and entertainment brands.
The acquisition represents a significant acceleration in WhyNow’s international growth, building a merchandising operation spanning major music markets on both sides of the Atlantic.
For Arbor Law, the EMP transaction is the latest chapter in a longstanding relationship with WhyNow, demonstrating the firm’s ability to support ambitious businesses as they pursue increasingly substantial and complex international deals.
Arbor Law supports WhyNow’s international ambitions
Led by partner Daniel Adams, Arbor Law played a central role in bringing the transaction to completion, working closely with WhyNow and international legal advisers on the cross-border acquisition.
The deal, which took more than a year to complete, required extensive coordination across jurisdictions and multiple parties.
Daniel Adams, Partner at Arbor Law, said:
“WhyNow’s acquisition of Europe’s biggest music merchandising business is a key milestone for the business, and we’ve been right alongside Gabe and the team as they’ve made it happen.
“This was a major international transaction, with considerable complexity behind the scenes. Having worked with WhyNow for several years, we understand the business, the people and where they want to take it. That relationship has been particularly valuable as the business has rapidly scaled.
“It’s hugely rewarding to see a British business making such significant moves in the international music industry, and to have played a part in helping it get there.”
Gabe Jagger, founder of WhyNow, said:
“EMP is a hugely important acquisition for WhyNow and a major step towards our ambition of building a truly global fan commerce business. Combined with Perryscope Productions and our existing operations, it gives us an exciting platform for future growth.
“Dan and the Arbor Law team have been with us throughout this journey. They understand what we’re trying to achieve and have been instrumental in helping us navigate some incredibly complex transactions. Having advisers who know the business as well as they do makes a real difference.”
The transaction further establishes Arbor Law’s credentials in international M&A and its role as a strategic legal partner to growing businesses, supporting clients from their earlier stages of expansion through to major cross-border acquisitions.
