Authentic Brands Group is looking to unlock new opportunities for growth and development for the Champion property, forming a new alliance with Orbico Group.
Orbico has established itself as a leader in building strong, exclusive partnerships with brands, working with the likes of P&G, Coty, Kellogg’s, Converse and Dr. Martens among others.
Orbico has entered into a 10-year (with options to extend) licence for the Champion brand for Europe, the Middle East and Africa with Authentic, and to also acquire the Champion Europe legal entities and retail stores currently operating Champion in EMEA, subject to required regulatory approvals.
Champion Europe, headquartered in Carpi, Italy, currently operates in 36 countries, employs more than 1,300 people and has more than 90 retail stores across the region. The company plans to further expand its presence across Europe in the coming years.
“We’ve known the Authentic team for many years, and when the opportunity to take on Champion came up, it just made sense to do this together,” commented Edward Malky, chief business officer beauty, style and salon professional at Orbico Group. “This partnership marks a significant milestone for Orbico as we expand into the sports style category on a larger scale. Champion is a brand with an incredible legacy, and we’re excited to use our expertise to help it grow even stronger. Together with Authentic, we’re ready to make Champion the go-to sportswear brand for future generations, bringing its heritage and innovation to more people than ever before.”
Henry Stupp, regional president, EMEA and India – lifestyle, continued: “Champion is a powerhouse in Europe, with an established business and a deeply loyal following. From the moment we acquired the brand, Europe was central to our strategy, and identifying the right partner to drive its growth was critical. Orbico emerged as the strong choice, thanks to their unparalleled expertise and proven success with world-class brands. This partnership represents a bold step forward in Champion’s journey, and we’re confident that together, we will elevate the brand’s presence across EMEA, delivering on its legacy and making it a modern symbol of innovation and sports style.”
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