Dockers has changed its European licensee.
Authentic Brands Group, which purchased the brand in May, has signed Orbico Group to expand the Dockers brand in Europe. The deal will include key markets in Italy, Spain, Portugal, the United Kingdom and other European nations.
Under the terms of the agreement, Orbico will oversee distribution, manufacturing and design across sportswear, activewear, socks and hosiery, lifestyle and performance footwear, outerwear, carrying bags, swimwear and other categories for men and women. The company also holds the license for Champion, another Authentic brand, for Europe, the Middle East and Africa.
“Partnering with Orbico allows us to bring Dockers to a key market while maintaining the brand’s authentic heritage,” said Henry Stupp, president of lifestyle and entertainment EMEAI [Europe, the Middle East, Africa and India] at Authentic. “This partnership builds on Authentic’s established relationship with Orbico, following our successful partnership on the Champion brand across EMEA. Together with Orbico, we will extend Dockers’ iconic appeal, expand the assortment, and position the brand for long-term growth in the region.”
Dockers has been sold in Europe for more than three decades, but through a different licensee, according to a spokesperson.
“This partnership marks an important step in deepening Orbico’s relationship with Authentic and reinforcing our leadership in brand distribution across the region,” said Edward Malky, chief business officer, style, at Orbico. “Dockers holds strong equity and recognition among European consumers, and together we will focus on maximizing its potential through strategic channel expansion and localized brand execution.”
Dockers was created by Levi Strauss & Co. in 1986 as a men’s khaki brand to diversify beyond its denim roots. It had sales last year of around $318 million and was sold to Authentic for $311 million.
