Southern Proper
by Stephen Garner

Alabama-based global textile, apparel, and home goods company HomTex Incorporated has announced the acquisition of Southern apparel brand Southern Proper. Terms of the deal were not disclosed.

With the acquisition of the brand, the HomTex leadership will work with the Southern Proper team to enhance and build superior product quality, expand categories and fuel growth beyond its current footprint. Founder and CEO Emmie Howard will continue to lead these efforts for Southern Proper and collaborate with the HomTex vision to create a family of truly exceptional labels within their family of brands.

With this new acquisition, Southern Proper and HomTex will be launching several product expansions in 2019 including Southern Proper Home collection.

Southern Proper

“Having the unparalleled domestic resources and manufacturing that the HomTex family of brands will bring to our business along with their ability to help us expand into other categories, Southern Proper will be a force in classic and polished clothing, home goods, and beyond,” said Howard.

“This strategic acquisition of Southern Proper® not only aligns two great entrepreneurial efforts, but enhances the overall strength of our heritage of HomTex as an industry leader,” said Jeremy Wootten, president and CFO of HomTex. “We are pleased to have such a complementary brand in our repertoire and expand our consumer base.”

Jerry Wootten, founder and CEO of HomTex added, “We have been making products for 30 years that actually make people’s lives better. With our products, consumers sleep better, feel better and now we are pleased to announce they can dress better too.”

Southern Proper