Authentic Brands Group has strengthened its North American growth strategy for the Guess brand by appointing a new group of operating partners across the United States and Canada. The move is designed to broaden the brand’s presence across multiple product categories while enhancing customer engagement and supporting long-term market expansion.
The latest appointments form part of Authentic Brands’ Guess expansion strategy, which focuses on collaborating with experienced licensing and operating partners to extend the brand into new lifestyle segments while maintaining its established identity and product standards.
Under the new structure, Centric Brands will oversee a wide range of product categories, including children’s apparel, accessories, sleepwear, men’s underwear, men’s sleepwear, belts, small leather goods, and cold-weather accessories for the entire family.
Meanwhile, Vandale Industries has been selected to manage women’s intimates and sleepwear, while Creative Home Ideas/YMF will develop Guess-branded home products, covering bedding, bath collections, home décor, rugs, lighting, kitchen accessories, stationery, and pet-related merchandise.
In addition, Orly Shoe Corporation will be responsible for the socks and slippers business, while ES Originals will lead the development of children’s footwear across North America.
Authentic Brands said these strategic appointments represent the next stage in the evolution of the Guess brand, helping optimise its licensing portfolio while expanding its reach into key consumer lifestyle categories. The company expects the partnerships to strengthen retail performance and create new growth opportunities throughout the region.
Commenting on the expansion, Jarrod Weber, Global President, Sports & Lifestyle at Authentic Brands, said; “Guess has built decades of equity as one of the world’s most recognisable fashion and lifestyle brands. Our focus is on continuing to develop that brand in thoughtful ways, bringing consumers the categories they expect from Guess while ensuring every product reflects the style, quality and point of view that have made it iconic. By partnering with best-in-class operators, we’re creating new opportunities for consumers to experience the brand across more aspects of their everyday lives.”
The expanded partner network also supports Authentic Brands’ broader objective of increasing consumer engagement through category diversification and specialised collaborations that strengthen the brand’s position in the North American fashion and lifestyle market.
The announcement follows another significant licensing development for the company. Recently, Authentic entered into a long-term agreement with One Jeanswear Group (OJG), a subsidiary of Premier Brands Group Holdings, to manage the Lee brand across the US and Canadian markets, reinforcing its strategy of leveraging experienced operating partners to drive brand growth.
Headquartered in New York City, Authentic Brands manages a portfolio of more than 50 global brands operating across over 150 countries. According to the company, its worldwide partner network generates more than $36 billion in annual retail sales, making it one of the world’s largest brand development and licensing businesses.
By expanding the Guess licensing network, Authentic Brands aims to accelerate product innovation, improve market penetration, and deliver a broader range of lifestyle products that reflect evolving consumer preferences while supporting sustainable long-term growth across North America.
