The transaction positions the apparel brand as Authentic’s second-largest asset, following a structure that separates IP ownership from operational management – a model that keeps strategic control in Switzerland while unlocking new growth channels.
Authentic Brands Group (Authentic) has completed its acquisition of a majority stake in Guess, taking the apparel company private in a deal that values the brand at $6 billion (€5.7 billion) in global retail-equivalent sales.
Under the transaction structure announced Jan. 23, Authentic now owns 51 percent of substantially all Guess intellectual property. The remaining 49 percent is held by existing Guess shareholders, including co-founders Maurice Marciano and Paul Marciano, along with Nicolai Marciano, Carlos Alberini and certain of their respective trusts, foundations and affiliates.
Current Guess management owns 100 percent of the operating company and will continue to run daily business operations. The brand’s operations in Switzerland will continue to serve as the central hub guiding global strategic and commercial direction across design, creative and distribution.
What this deal means for Guess
The transaction brings Guess into Authentic’s portfolio of more than 50 brands, increasing the platform’s annual retail sales to $38 billion globally. Guess becomes Authentic’s second-largest brand by retail sales.
According to the announcement, Guess will gain access to Authentic’s brand-building platform, including scaled support for category and geographic expansion, studio-led content development and immersive live experiences.
“What makes Guess compelling is the strength of the foundation already in place, from its exceptional leadership and iconic heritage to its vast network of licensing partners around the world,” said Jamie Salter, Founder, Chairman and Chief Executive Officer of Authentic, in a statement. “Guess is one of the rare global brands that has built extraordinary awareness and continued to evolve while staying true to its DNA.”
Matt Maddox, President of Authentic, stated theacquisition provides opportunities to introduce the brand to “environments where consumers have yet to experience” Guess through the platform’s expansion capabilities.
About Authentic Brands Group
Authentic Brands Group (Authentic) is a global sports, media, entertainment, and lifestyle platform that manages a portfolio of more than 50 iconic brands. Operating as a digital-first, asset-light entity, Authentic leverages an expansive network of nearly 2,000 licensing partners across 150 countries to drive brand growth. Its diverse portfolio includes world-class names such as Reebok, Champion, Guess, Sports Illustrated, Brooks Brothers, Nautica, Eddie Bauer, and Quiksilver. Authentic x Guess communiqué: : ”Authentic and Guess? Co-Founders Maurice and Paul Marciano Complete Transaction to Take Guess? Private”
About Guess
Guess is a global lifestyle brand that designs, markets and licenses apparel, denim, handbags, watches, eyewear and footwear. Founded in 1981, the company has grown from a denim pioneer into a worldwide fashion brand with operations in approximately 100 countries.
