US brand management company Bluestar Alliance has announced a new licensing agreement with Australian company Atomic Fashion Marketing. This concerns the recently acquired workwear brand Dickies. Bluestar Alliance thus strengthens the brand’s presence in Australia and New Zealand.
The partnership continues the long-standing relationship between Dickies and Atomic. Atomic has served as the brand’s primary distribution partner in the region for almost 15 years. Dickies now operates under the Bluestar Alliance global brand management platform. The brand is positioned for accelerated international growth through the company’s extensive licensing network. In addition, further category expansion is being sought.
“Working with licensing partners who have demonstrated success in their markets is central to our global strategy for Dickies,” said Ralph Gindi, Chief Operating Officer (COO) of Bluestar Alliance. “Atomic has played a critical role in establishing Dickies as a cultural fixture in Australia and New Zealand. We look forward to building on this strong foundation together.”
As the partnership enters its next phase, Atomic will continue to design authentic and region-specific Dickies collections rooted in the brand’s workwear heritage. This is intended to further strengthen Dickies’ influence and momentum in the Australian and New Zealand markets.
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