Frasers Group is currently in discussions with Authentic Brands Group to potentially manage Reebok and other brands in the UK and Europe.
- The collaboration could place Frasers as the main operator for several of Authentic’s brands, including Ted Baker and Reebok.
- Negotiations are ongoing, and there is no certainty of a deal being achieved between the two parties.
- Authentic has been actively seeking new licensing partners globally, including recent agreements in North America for Ted Baker.
- The future of Ted Baker’s UK and European operations remains unclear as discussions continue without resolution.
Frasers Group is reportedly exploring a strategic partnership with Authentic Brands Group, aiming to oversee the operations of notable brands like Reebok in the UK and Europe. Authentic Brands Group, a global entity with over 50 brands under its umbrella, collects revenue through royalties and licenses its brands across various sectors and regions.
The discussions also touch upon the future management of Ted Baker, which was acquired by Authentic for £211 million in 2022. Despite Frasers being the leading contender to manage Ted Baker’s UK operations, no definitive agreement has been reached. The potential partnership would see Frasers becoming a key operator for Authentic’s brands in these markets.
Sources close to the matter suggest that while these talks indicate strategic interest, the outcome remains uncertain. The complexity of negotiations, compounded by ongoing brand management changes and economic factors, have posed challenges to reaching a conclusive agreement.
Concurrent developments include Authentic’s recent licensing deals in North America with firms like United Legwear and Peerless for Ted Baker. These agreements mark a strategic pivot towards expanding its reach in North America, yet the UK and European sectors remain in a tentative stage as negotiations with Frasers continue.
While Authentic has confirmed active engagement with potential partners to support Ted Baker’s European retail and online presence, spokeswoman comments remain non-committal regarding the Frasers discussions. Both companies have refrained from publicly commenting on the state of their negotiations.
The outcome of the discussions between Frasers Group and Authentic remains uncertain, with implications for the brand operations in Europe.
