US’ Authentic names Experience Group as Lee’s Europe partner

Authentic Brands Group (Authentic), a global brand development, marketing and entertainment platform, announced a new long-term partnership with Experience Group for Lee across Europe. The partnership will take effect following the closing of Authentic’s previously announced acquisition of Lee, which is expected to close in the second half of 2026.“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.”

Authentic Brands Group has announced a long-term partnership with Experience Group for Lee across Europe, tied to its planned acquisition of the denim brand.
Experience Group will operate Lee in Europe across menswear and womenswear sportswear, activewear and workwear.
The agreement targets wholesale, retail and e-commerce growth after the acquisition closes in the second half of 2026.

Under the agreement, 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 iconic denim brand. The partnership covers men’s and women’s sportswear, activewear and workwear, and is designed to strengthen Lee’s presence across wholesale, retail and e-commerce channels while expanding the brand’s reach in key international markets.

“We are proud to partner with Authentic on the next chapter of Lee’s growth across Europe,” said Nacho Puig, CEO and co-founder of Experience Group. “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.

Fibre2Fashion News Desk