The US fashion and media group Authentic Brands Group LLC is pushing forward the expansion of its Dockers brand in Europe. On Tuesday, the company announced that it had entered into a long-term licensing partnership with Orbico Group for the region for this purpose.
Under the agreement, Orbico will handle the distribution, manufacturing and design of Dockers products in key categories. This includes sportswear, activewear, socks and hosiery as well as lifestyle and performance footwear. Outerwear, bags, swimwear and more for men and women are also part of the partnership.
Authentic acquired Dockers from Levi Strauss & Co. at the beginning of the year. The company is now targeting key markets in Europe with the brand, including Italy, Spain, Portugal and Great Britain. The aim is to increase the attractiveness of Dockers in addition to growth, explained Henry Stupp, President Lifestyle and Entertainment EMEAI at Authentic, in a statement. In addition, the brand’s range should be expanded throughout the region.
“The partnership with Orbico allows us to bring Dockers into a key market while preserving the brand’s authentic heritage,” emphasized Stupp. With the now agreed collaboration, Authentic is expanding its established relationship with Orbico. It builds on the successful partnership for the Champion brand in the EMEA region.
Authentic acquired Dockers earlier this year in a deal originally valued at $311 million (€296 million). Levi Strauss had previously decided to separate from the brand. This was part of a strategy to sharpen the focus on the core portfolio. With the acquisition, Authentic expanded its extensive portfolio, which includes more than 50 global brands.
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