Founded in 2010 in New York, Authentic Brands Group continues its irresistible rise in the global ready-to-wear sector with the acquisition of Dockers, the renowned casualwear brand previously owned by Levi Strauss & Co. The $311 million transaction marks a strategic turning point for both groups. For Levi Strauss & Co, which launched Dockers in 1986 to conquer the business casual segment, this sale is part of a strategy to refocus on its flagship brands - Levi's, Signature by Levi Strauss and Denizen - as the company restructures its portfolio against the backdrop of the global economic slowdown. For Authentic Brands, on the other hand, the operation is highly structuring. Already owner of an impressive portfolio of over 50 brands - including Reebok, Nautica, Forever 21, Quiksilver and Eddie Bauer - the New York-based group adds an iconic brand to its global ecosystem.
The objective is clear: capitalize on Dockers' international reputation to accelerate growth in the men's lifestyle segment, particularly in Europe, Latin America and Asia, where Dockers enjoys strong but under-exploited recognition. Thanks to its proven model of licensing and strategic partnerships, Authentic Brands intends to relaunch the brand through agreements with local operators, while optimizing its omnichannel distribution channels.
For Jamie Salter, Founder and CEO of Authentic Brands, "[Dockers] is a brand with deep roots, great brand awareness and a strong licensing base, all of which we look for when acquiring new brands. Dockers has played a key role in shaping the imaginary casual silhouette for work as we know it today, and we see great potential to build on this heritage and develop the brand in a variety of categories".
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