Authentic Brands Group is charting a plan to make its second-largest brand even bigger.
On Wednesday, the global brand development and licensing platform announced a new network of operating partners for Guess in the United States and Canada.
In January, Authentic acquired a 51 percent stake in Guess?, LLC, a newly formed entity that owns and licenses substantially all Guess’ intellectual property and assumes most Guess’s product licensing agreements. The remaining 49 percent is owned by Guess cofounders Maurice and Paul Marciano, Nicolai Marciano and Guess CEO Carlos Alberini. The deal included the going private of Guess and its subsidiaries.
At the time of the deal, Authentic said it was committed to expanding the Guess business into new categories and territories and to reactivating its archives. The new partnerships reveal how the company plans to make good on its promise.
Guess?, LLC and Authentic have appointed Centric Brands LLC for children’s apparel, sleepwear and accessories, as well as men’s sleepwear, underwear, and small leather goods, belts and cold-weather accessories across the family.
Vandale Industries, Inc. will lead women’s intimates and sleepwear. Creative Home Ideas/YMF will expand Guess into the home category with bedding, bath, décor, rugs, lighting, kitchenware, outdoor accessories, hydration products, stationery and pet products.
Orly Shoe Corporation will oversee socks and slippers, and E.S. Originals, Inc. will lead the brand’s children’s footwear.
In a press release, Authentic said the partnerships underscore its approach to brand development by creating new touchpoints for Guess in consumers’ everyday lives. By aligning established businesses with “best-in-class operators,” the company said it is “optimizing the portfolio, expanding category leadership and creating new opportunities to drive long-term growth across North America.”
“Guess has built decades of equity as one of the world’s most recognizable fashion and lifestyle brands,” said Jarrod Weber, global president, sports and lifestyle at Authentic. “Our focus is on continuing to develop that brand in thoughtful ways, bringing consumers the categories they expect from Guess while ensuring every product reflects the style, quality and point of view that have made it iconic.”
With $6 billion in global retail-equivalent sales, Guess is Authentic’s second-largest brand after Reebok, bringing its portfolio-wide annual retail sales to $38 billion globally.
