Authentic Brands Group (Authentic), a global brand development, marketing & entertainment platform, has partnered with Experience Group for a long-term distributorship of 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.”
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.”
Authentic is a leading sports, media, entertainment and lifestyle platform. As the owner of some of the most iconic and beloved intellectual property in the world, the company acquires and invests in brands to create long-term value for all of its stakeholders. A digital-first, asset-rich platform, Authentic sits at the intersection of culture, commerce and technology. It brings brands to life and cultivates fandom through powerful storytelling, premium content and unforgettable live experiences.
Authentic’s diversified portfolio spans more than 50 brands and reaches nearly one billion social media followers. Headquartered in Madrid, Experience Group operates more than 100 stores across five European countries, supported by a team of more than 1,000 employees, its own logistics platform and a distribution network.
