Authentic Brands Group Partners with Union Group for Lee Operations in Mexico
Authentic Brands Group has announced a strategic partnership with Union Group to manage Lee's operations in Mexico. This collaboration is set to begin after Authentic completes its acquisition of the Lee brand from Kontoor Brands, expected by late 2026. Union Group will oversee product development, sourcing, retail, wholesale distribution, and e-commerce for Lee in Mexico. The partnership builds on Union Group's long-standing relationship with Authentic, which began over a decade ago with Nautica and has since expanded to include several other brands like Aéropostale and Reebok. Victor Alvarino of Authentic highlighted the potential for growth under this new arrangement, while José Tawil from Union Group expressed excitement about revitalizing Lee's presence in Mexico. This move is part of a broader strategy by Authentic to establish regional partners across different markets.
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Topics: brand partnership Mexico market expansion retail operations