Authentic Brands Group (ABG) has partnered with e-commerce company Baozun for its Hunter brand, which will focus on business in Greater China and Southeast Asia.
ABG has founded the new subsidiary ABG Hunter LLC, with which Baozun has entered into a joint venture for these markets, the parent company of fashion suppliers such as Ted Baker, Eddie Bauer and Reebok announced on Monday. Baozun acquired 51 percent of Hunter for this region from ABG.
“We are excited to be working with Baozun to expand Hunter in this important region,” said ABG CEO Jamie Salter. “This strategic move is in line with our strategy to think global and act local. By partnering with Baozun.” , a leading digital and e-commerce experiences company in China and Southeast Asia, we can combine our expertise in brand management with their deep understanding of local market nuances and cultural trends.”
New license agreement
ABG and Baozun have also entered into a long-term license agreement under which Baozun will develop, manufacture, market and distribute Hunter branded products in Greater China. The license agreement is transferred from ABG Hunter LLC to Hunter IP Holdco as licensor in the region.