Universal Music Group’s merchandising arm Bravado has acquired Los Angeles rival Epic Rights, it was announced on Tuesday.

Epic represents retail branding, merchandising and more for a number of artists, including Madonna, AC/DC, Celine Dion, 21 Savage, Def Leppard, KISS, David Bowie, Britney Spears, *NSYNC and John Lennon, among others. Clients also include the Woodstock Festival and CBGB. Last year, Epic teamed with Periscope Productions and Experience Hendrix to launch a merch program dedicated to the iconic guitarist.

As part of the agreement, Epic Rights’ founder/CEO Dell Furano and his team will continue working to build opportunities for their client list.

“As the industry’s preeminent brand management company, we are constantly looking for ways to evolve our company while providing fans around the world with an ever-growing array of products and experiences,” commented Bravado CEO Mat Vlasic. “I’m excited to work with Dell, a true icon in our industry, and expand the Bravado portfolio.”

Furano added, “I have great respect for Mat and his teams at Bravado and Universal Music — they have taken product development, marketing and global distribution to an entirely new level. I’m very proud of all that we’ve achieved at Epic Rights, and look forward to expanding Epic’s roster and artist services in this next chapter.”