Authentic Brands Group Completes Acquisition of Lee Denim Brand

Authentic Brands Group Completes Acquisition of Lee

On November 3, 2026, Authentic Brands Group (Authentic) announced the successful acquisition of the intellectual property of Lee from Kontoor Brands, Inc. This marks a significant milestone for Authentic, a global platform known for its lifestyle and entertainment initiatives.

A Strategic Move

The acquisition aligns with Authentic's mission to integrate high-quality brands into its portfolio and leverage them across its global network. Jamie Salter, the Founder and Executive Chairman of Authentic, expressed enthusiasm about the addition of Lee, emphasizing its rich heritage and consumer loyalty. He remarked, "Lee has the heritage, recognition, and consumer loyalty we look for in a brand. By connecting Lee to Authentic's global platform and the right partners in key markets, we see a significant opportunity to expand its reach through content, experiences, and new product categories."

The strategic nature of this acquisition comes on the heels of a definitive agreement that was signed in May. Throughout the ensuing months, Authentic has been busy establishing an operating partner network to facilitate the growth of Lee within a licensing framework. This foundational strategy is aimed at reinforcing the apparel business of Lee, while simultaneously exploring opportunities within adjacent categories like activewear, workwear, and lifestyle offerings.

Expanding Horizons with New Partnerships

So far, Authentic has partnered with several key players in the apparel industry. Notable partners include One Jeanswear Group for the U.S. and Canada, Experience Group in Europe, HiMaxx in mainland China, and Union Group in Mexico. This collaborative effort is designed to tap into the regional market knowledge and innovative product development capabilities each partner brings, ensuring that Lee not only grows but thrives in diverse geographical landscapes.

Founded in 1889, Lee has long been a leader in the denim sector. It enjoys a robust presence across 73 countries, with approximately $1.5 billion in annual retail-equivalent sales. Interestingly, nearly 40% of Lee’s sales are generated from markets outside the U.S. and Canada, highlighting the brand’s international appeal and timeless relevance.

About Authentic Brands Group

Authentic Brands Group is not just another company; it is a powerhouse in owning and investing in iconic intellectual property. It operates across diverse industries, ensuring that its brands benefit from a combination of engaging storytelling, captivating live experiences, and comprehensive global commerce. Currently, Authentic has more than 1,700 top-tier licensees and strategic partners across 150 countries, propelling its brands to yield over $38 billion in annual sales.

The company's diverse portfolio includes over 50 recognized brands, reaching an impressive audience of nearly one billion social media followers. Some of its notable brands comprise Reebok, Champion, Shaquille O'Neal, and more, with Lee now proudly joining their ranks.

As Authentic continues to develop the Lee brand, its objective is clear: to revolutionize the denim industry through innovative product offerings while remaining true to Lee’s legacy of craftsmanship and style. By infusing Lee with the resources and network of Authentic, the brand is poised for an exciting future, rich with creative possibilities.

For more insights into the acquisition and what lies ahead for Lee, visit Authentic Brands Group.