Authentic Brands Group’s Plan
Authentic Brands Group, known for brands such
Authentic Brands Group’s Plan
Authentic Brands Group, known for brands such as Reebok and Guess, plans to convert Lee into a licensing model as soon as the deal closes. The company announced it is already in discussions with potential partners who would take over the operation and development of Lee across new lifestyle, experience, and content categories, according to Reuters.
Authentic aims to significantly expand its global footprint through Lee, which currently generates approximately $1.5 billion in annual sales across 73 countries, with the majority of revenue coming from the US and Canada. The acquisition brings Authentic closer to its goal of reaching $100 billion in annual retail sales within the next five years.
Lee Jeans’ Storied Legacy
Lee is one of the most historically significant denim brands in the world and has been woven into American culture for decades. The brand became a symbol of the casual revolution of the 20th century and was closely associated with film legends and pop culture icons, most notably James Dean, who helped establish denim as a cornerstone of youthful rebellion and timeless style.
Lee had come under Kontoor Brands’ umbrella following the spin-off that VF Corp carried out in
Content Original Link:
Read Full article form Original Source OIKONOMIKOS TAXYDROMOS
" target="_blank">Read Full article form Original Source OIKONOMIKOS TAXYDROMOS
