The partnership will take effect following the completion Authentic Brand Group’s previously announced acquisition of Lee, which is expected to close in the second half of 2026.
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 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.
“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 Brand Group.
“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.”
Nacho Puig, CEO and co-founder of Experience Group, added: “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."
