BrandA brand promise written into ownership
→In September 2022 the Chouinard family gave Patagonia to the Patagonia Purpose Trust, which holds all voting stock (2% of the total), and to the Holdfast Collective, which holds the other 98% and receives the profits not reinvested. Patagonia projected an annual dividend of roughly $100 million, depending on the health of the business. The structure makes the company’s environmental promise costly to abandon.
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