Authentic Brands Group (ABG) just inked a deal that will give its network of brand operators and licensees greater access to scalable marketplace and advertising solutions in Europe.
Terms of the partnership were not disclosed.
ABG said Thursday it forged a strategic partnership with Luzern eCommerce. “Building on the successful growth of Reebok across Europe’s leading marketplaces, Luzern eCommerce joins ABG’s expanding ecosystem of digital commerce partners to accelerate international marketplace performance,” the companies said in a statement.
Over the past year, Luzern eCommerce has worked with Reebok operating partners across key European markets and will now provide ABG’s network of operators and licensees with access to marketplaces and advertising solutions such as Amazon, Zalando, Otto, About You, Allegro, Asos, TikTok Shop and other regional platforms.
Reebok is one of 50 brands in ABG’s stable, which also includes Champion, Sports Illustrated, Guess, Aéropostale, Nautica, Eddie Bauer, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van Heusen, Dockers and Ted Baker, among many others.
ABG said that as it continues to expand its digital marketplace strategy, Luzern eCommerce joins its growing network of e-commerce partners, “giving operators the flexibility to leverage specialized expertise based on market, channel and business objectives.” The goal is to accelerate growth of its brands while also maintaining consistent brand standards across global digital marketplaces.
Maintaining brand consistency and messaging has often been problematic. Luzern eCommerce helps brands optimize performance across major online retail platforms through a multi-marketplace model, offering expertise in strategy, merchandising, inventory and even distribution. As an Amazon Ads Advanced Partner and Zalando Marketing Services preferred partner, the company also provides best-in-class support on Europe’s top sports and fashion marketplaces.
Tim Derner, global head of marketplaces at ABG, said the company is “building a flexible marketplace ecosystem that empowers our operators. Our partnership with Luzern eCommerce reflects that strategy. Their success growing Reebok across Europe’s leading marketplaces demonstrated the value they bring, and we’re excited to make those capabilities available across our broader portfolio.”
“[ABG] has created a differentiated platform that gives operators access to the right expertise at the right time to accelerate brand growth,” said Keith Elliott, chief commercial officer at Luzern eCommerce. “We’re delighted to join that network. Building on our successful work with Reebok, we’re bringing our marketplace, retail media and digital commerce expertise to help more of [ABG]’s brands strengthen their presence across Europe’s leading marketplaces and unlock their full growth potential.”
Last month, ABG announced a new long-term partnership with strategic retail and distribution firm Experience Group for the Lee brand across Europe. Experience Group will serve as Lee’s operating partner across Europe, leveraging its regional expertise and operating infrastructure as well as product capabilities to support the next phase of the brand’s growth.
The partnership takes effect once ABG closes the Lee acquisition, which will be sometime in the second half.