Orbico Group and Authentic Brands Group Sign Long-Term Partnership to Drive Champion’s Business Across EMEA
New Champion Owner Partners with Leading Brand Operator for Key Growth Region
Orbico Group (Orbico) and Authentic Brands Group (Authentic), a global brand development and licensing platform, today announced a new licensing partnership for the iconic Champion brand. This strategic alliance lays the foundation for a long-term collaboration that will unlock new opportunities for growth and development for Champion and both companies across EMEA.
Through the agreement with Authentic, Orbico has entered into a 10-year (with options to extend) license for the Champion brand for Europe, the Middle East, and Africa with Authentic, and to also acquire the Champion Europe legal entities and retail stores currently operating Champion in EMEA, subject to required regulatory approvals.
Champion Europe, headquartered in Capri, Italy, currently operates in 36 countries, employs more than 1,300 people and has more than 90 retail stores across the region. The company plans to further expand its presence across Europe in the coming years. For Orbico, this strategic partnership is a springboard for expanding its operations across all European markets. Orbico will leverage its expertise and decades of experience in distributing global brands to enhance Champion’s strong business in several key markets.
Edward Malky, Chief Business Officer Beauty, Style and Salon Professional, at Orbico Group said: "We’ve known the Authentic team for many years, and when the opportunity to take on Champion came up, it just made sense to do this together. This partnership marks a significant milestone for Orbico as we expand into the sports style category on a larger scale. Champion is a brand with an incredible legacy, and we’re excited to use our expertise to help it grow even stronger. Together with Authentic, we’re ready to make Champion the go-to sportswear brand for future generations, bringing its heritage and innovation to more people than ever before."
Henry Stupp, Regional President, EMEA and India – Lifestyle, said: "Champion is a powerhouse in Europe, with an established business and a deeply loyal following. From the moment we acquired the brand, Europe was central to our strategy, and identifying the right partner to drive its growth was critical. Orbico emerged as the strong choice, thanks to their unparalleled expertise and proven success with world-class brands. This partnership represents a bold step forward in Champion’s journey, and we’re confident that together, we will elevate the brand’s presence across EMEA, delivering on its legacy and making it a modern symbol of innovation and sports style."
Orbico has established itself as a proven leader in building strong, exclusive partnerships with world-renowned brands, making this approach an integral part of the company’s business philosophy and strategy for long-term growth and success. This proven success formula has been effective for over 30 years, exemplified by successful collaborations with global brands such as P&G, PMI, Kellogg, Coty, and others. In recent years, Orbico has strategically focused on and successfully operated in the Sports Style category, becoming an exclusive distributor for some of the leading footwear brands in Central and Eastern Europe, including Converse, Dr. Martens, Merrell, and On among others. This success has further motivated the company to explore new categories and expand its business into different geographic regions.
About Authentic Brands Group
Authentic Brands Group (Authentic) is a unified platform that integrates M&A, brand strategy, creativity and digital innovation to unlock the power of its global portfolio. It connects iconic sports, lifestyle, entertainment and media brands with best-in-class partners to optimize long-term value in the marketplace. Generating more than $32 billion in global annual retail sales, Authentic’s brands have an expansive retail footprint in 150 countries, including 13,000-plus freestanding stores and shop-in-shops and 400,000 points of sale.
Authentic’s brand portfolio includes Shaquille O’Neal, David Beckham, Sports Illustrated, Dr. J, Greg Norman, Neil Lane, Thalia, Marilyn Monroe, Elvis Presley, Muhammad Ali, Reebok, Champion, Brooks Brothers, Barneys New York, Judith Leiber Couture, Ted Baker, Hunter, Vince, Hervé Léger, Frye, Nautica, Juicy Couture, Vince Camuto, Lucky Brand, Aéropostale, Forever 21, Nine West, Sperry, Rockport, Eddie Bauer, Boardriders, Quiksilver, Billabong, Roxy, DC Shoes, RVCA, Spyder, Volcom, Prince, Izod, Van Heusen, Hart Schaffner Marx and Thomasville.
For more information, visit authentic.com.