Lee has appointed Experience Group as its long-term operating partner for Europe as the denim brand moves to expand its presence across the region following Authentic Brands Group’s planned acquisition of the label.

The partnership will become effective upon Authentic’s acquisition of Lee from Kontoor Brands, a transaction expected to close in the second half of this year.

Madrid-based Experience Group will oversee Lee’s men’s and women’s sportswear, activewear and workwear businesses across Europe. The company will manage the brand’s development through its wholesale, retail and e-commerce network, with a focus on accelerating growth in key markets.

Authentic said the appointment forms part of its strategy to scale Lee through regional operating partners with established market expertise and distribution capabilities.

“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. 

“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.”

Founded in 2013, Experience Group operates more than 100 stores across five European countries and works with a portfolio of international fashion brands through retail and wholesale channels.