Authentic Brands Group (ABG) is putting a plan in place for Lee overseas.
The global brand development, marketing and entertainment platform announced a new long-term partnership with strategic retail and distribution firm Experience Group for Lee across Europe.
Madrid-based Experience Group will serve as Lee’s operating partner across Europe leveraging its regional expertise, operating infrastructure and product capabilities to support the next phase of growth for the brand.
The agreement covers men’s and women’s sportswear, activewear and workwear. ABG said it is designed to strengthen Lee’s presence across wholesale, retail and e-commerce channels while expanding the brand’s reach in international markets.
“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.”
The partnership will take effect following the closing of ABG’s acquisition of the heritage denim brand, which is expected to close in the second half of 2026. In May, ABG signed a definitive agreement with Kontoor Brands Inc. to acquire Lee in a deal valued at up to $1 billion.
Experience Group owns and operates retail and wholesale businesses under license partnerships with international corporations including Vans, Columbia, New Era, Sperry and more. It operates more than 100 stores across five European countries and operates a logistics platform and distribution network.
“We are proud to partner with Authentic on the next chapter of Lee’s growth across Europe,” said Nacho Puig, Experience Group CEO and co-founder. “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 while creating new opportunities for the brand’s future.”
Last month, ABG announced a partnership with One Jeanswear Group for the U.S. and Canada.
