The move is intended to advance Guess’s presence in a range of key consumer categories, Authentic stated.
Centric Brands will manage children’s apparel, sleepwear and accessories, as well as men’s sleepwear, underwear, small leather goods, belts, and cold-weather accessories for the family.
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Vandale Industries has been selected to handle women’s intimates and sleepwear, while Creative Home Ideas/YMF will oversee the home segment, including bedding, bath, décor, rugs, lighting, kitchenware, stationery, and pet products.
Orly Shoe Corporation will take responsibility for socks and slippers, and ES Originals will oversee children’s footwear.
According to the company, these appointments mark the next phase of its strategy for Guess following its partnership, aiming to optimise the brand portfolio and drive long-term North American growth, according to the company.
Authentic sports & lifestyle, global president Jarrod Weber said: “Guess has built decades of equity as one of the world’s most recognisable fashion and lifestyle brands. 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. By partnering with best-in-class operators, we’re creating new opportunities for consumers to experience the brand across more aspects of their everyday lives.”
The introduction of new operating partners for Guess also aligns with Authentic’s efforts to reinforce brand engagement and product diversity through targeted collaborations in the North American market.
Headquartered in New York City, Authentic manages a portfolio of more than 50 brands in over 150 countries. The organisation reports its partner network generates more than $36bn in annual retail sales.
