Eddie Bauer Sets Its Sights on Japan

The American Outdoor Brand Will Roll Out Across the Country Launching New Stores, Wholesale Accounts and an Official Branded E-commerce Site in Spring 2023

Authentic Brands Group (ABG), a global brand development, marketing and entertainment company, and Itochu, a trading company based in Japan that spans verticals such as textiles, machinery, food and energy, today announced a partnership to grow Eddie Bauer in Japan.

For nearly three decades, Eddie Bauer has offered a curated selection of outdoor and lifestyle products in Japan, where it has captured a loyal following. Eddie Bauer now broadens its offerings with a full assortment of performance and lifestyle apparel and accessories for men, women and children.

“We are pleased to grow the Eddie Bauer brand in this important market and to expand on ABG’s relationship with Itochu,” said Jarrod Weber, Group President Lifestyle, Chief Brand Officer, ABG. “Through the agreement, Itochu becomes a marquee partner for Eddie Bauer as we further the global strategy across strategic markets and engage with outdoor enthusiasts around the world.”

Itochu will partner with Mizujin, a fashion wholesale and retail company, to design, manufacture and distribute Eddie Bauer products. Together, they will open new freestanding stores, expand shop-in-shop locations and specialty accounts and relaunch the brand’s official Japanese e-commerce destination in spring 2023.

“Eddie Bauer is a pioneering American heritage brand known for quality products, performance technology and style,” said Yoshinari Nakamura, President, Mizujin. “Our aim is to build on Eddie Bauer’s strong foundation and rich heritage to enhance its presence in the Japanese outdoor and fashion markets.”