Authentic Brands Group has entered into a long-term collaboration with Experience Group to support the European expansion of denim label Lee following its planned acquisition of the brand.
The agreement will become effective once Authentic Brands completes its previously announced purchase of Lee, a transaction expected to be finalised during the second half of 2026.
Under the arrangement, Experience Group will take responsibility for operating Lee across European markets. The company will use its regional market knowledge, established infrastructure, and product development expertise to help accelerate the brand’s next phase of growth.
The partnership will cover Lee’s men’s and women’s collections, including sportswear, activewear, and workwear. It is intended to strengthen the brand’s position across wholesale, retail, and online channels while broadening its reach in important international markets.
Henry Stupp, president, EMEAI at Authentic Brand Group, said: “This partnership is an important step in Lee’s international expansion strategy and reflects the strength of our platform model.”
He added: “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.”
Experience Group chief executive and co-founder Nacho Puig also highlighted the brand’s strong heritage and future potential. He said: “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.”
The Lee Europe partnership represents a strategic move aimed at accelerating growth, enhancing distribution capabilities, and strengthening the brand’s visibility throughout the European market. By combining Authentic Brands’ global brand management platform with Experience Group’s regional operating expertise, the Lee Europe partnership is expected to support broader consumer reach and long-term market development across the continent.
