Bernt Ullmann, Chief Executive Officer & Chairman of the Board

Generating Over $6 Billion in transactions, Mr. Ullmann provides mastery in creating, incubating, developing, marketing and distributing leading global lifestyle brands for superstars such as; Jennifer Lopez, Marc Anthony, Nicki Minaj and Adam Levine.


Bernt Ullmann is the President and CEO of Star Branding Equity Holdings (SBEH), a critically acclaimed licensing and brand management consumer focused partnership between Tommy and Andy Hilfiger, Joe Lamastra and Mr. Ullmann. Founded in 2009, the group specializes in creating, incubating, developing, marketing and distributing leading global lifestyle brands.

Mr. Ullmann procured a contractual arrangement early 2013 with Mr. Eddie Lampert, Chairman and CEO of Sears Holdings Corporation, under which Star Branding became the operator of the group’s Shop Your Way Brands division, with Mr. Ullmann assuming the role of CEO for Shop Your Way, reporting directly to Mr. Lampert. In this capacity, Mr. Ullmann oversaw the highly successful launch of the two celebrity brands Nicki Minaj and Adam Levine, with retail sales projected to surpass $200 million by the end of the third full year of operations.

In 2010, while maintaining his leadership role of Star Branding, Mr. Ullmann became the founding CEO of MESH (Music, Entertainment & Sport Holdings), a partnership with Li & Fung, a Hong Kong based manufacturing company with a market capitalization of over $20 billion. Under Mr. Ullmann’s direction, MESH procured several high profile transactions, the best known being the Jennifer Lopez and Marc Anthony exclusive licensing arrangement with Kohl’s, a deal projected to generate $3.5 billion in retail sales.

Mr. Ullmann was recruited in 2004, as part of Kellwood’s, (a $3.0 billion public fashion conglomerate) acquisition of Russell Simmons’ Phat Fashions. Mr. Ullmann assumed the role of President for the group overseeing Mr. Simmons’ Phat Farm and Kimora Lee Simmons Baby Phat. Mr. Ullmann directed the transition of the company from being a wholesale manufacturer into becoming a licensing and brand management entity, delivering retail sales of approximately $800 million and strong operating earnings for the shareholders. Mr. Ullmann did also serve as President of New Business Development for Kellwood.

From 1999 to 2004, as President of FUBU International, a brand founded by Daymond John (shark on Shark Tank) and promoted by iconic hip hop artist LL Cool J, Mr. Ullmann drove numerous licensing transactions, helping the company achieve retail sales north of $700 million, while being highly profitable. Mr. Ullmann served as Managing Director for Coogi during this same period.

In his capacity of Corporate Vice-President of Donna Karan International from 1994 to 1998, Mr. Ullmann oversaw a dramatic increase in the group’s international sales including the opening of 80 Donna Karan / DKNY flagship stores under license.

Mr. Ullmann is actively involved in supporting charitable causes through his roles on advisory boards for Fashion Delivers, Shake-A-Leg Miami and Longboarding for Peace. He is also advising and Star Shop mobile app.

Mr. Ullmann has a BA and a MBA from Copenhagen Business School, Denmark.