TCF POST Report
Authentic Brands Group (Authentic) has announced a long-term strategic partnership with Experience Group to accelerate the growth of the iconic denim brand, Lee®, across Europe. This collaboration is set to expand distribution, localize operations, and establish a robust platform for future category development.
A New Chapter for an Iconic Brand
With over 135 years of heritage, Lee is globally recognized for its authentic fit, craftsmanship, and commitment to innovation. This partnership represents a pivotal step in Lee’s international expansion strategy, leveraging the brand’s timeless appeal to capture new market share.
“This partnership is an important step in Lee’s international expansion strategy and reflects the strength of our platform model,” said Henry Stupp, President, EMEAI at Authentic. “Experience Group brings deep knowledge of the region, proven operating capabilities, and a clear understanding of how to build brands across channels. Together, we see a significant opportunity to grow Lee’s presence across Europe while continuing to deliver the products and experiences consumers know and love.”
Operational Impact
The partnership will take effect following the closing of Authentic’s acquisition of Lee, which is currently expected to finalize in the second half of 2026. Under the agreement, Experience Group will serve as Lee’s primary operating partner in Europe, utilizing its regional infrastructure to support:
Market Reach: Strengthening presence across wholesale, retail, and e-commerce channels.
Product Development: Covering men’s and women’s sportswear, activewear, and workwear.
Regional Expertise: Leveraging Experience Group’s established network to navigate key international markets effectively.
“We are proud to partner with Authentic on the next chapter of Lee’s growth across Europe,” said Nacho Puig, CEO and Co-Founder of Experience Group. “Lee is a brand with global recognition and a strong foundation in denim and lifestyle. We look forward to building on that legacy by bringing Lee’s denim heritage, craftsmanship, and product offering to more consumers across the region.”
How are the Partners of Lee
Authentic Brands Group: A leading global sports, media, and entertainment platform. Authentic manages a diversified portfolio of over 50 brands—including Reebok, Champion, and Nautica—driving more than $36 billion in annual systemwide retail sales.
Experience Group: Founded in 2013 and headquartered in Madrid, the group is a prominent player in the European sports and fashion industries, currently operating over 100 retail stores across five countries.
