Authentic Brands Group (ABG) has appointed Milan-based luxury fashion manufacturing and distribution holding company New Guards Group as its operating partner for the Reebok brand in Europe. Under the agreement, New Guards, which is owned by U.K.-based international e-commerce company Farfetch Limited, will operate retail stores and e-commerce for the Reebok brand, as well as drive wholesale distribution for the brand. The agreement covers footwear, sportswear and activewear for men, women and children. New Guards will also create, curate and launch luxury collaborations as an exclusive partner, as well as distribute premium Reebok products to leading fashion and specialty retail customers in more than 50 countries, including the U.S., Canada and Europe.
New Guards’ e-commerce channels will be supported by its parent company, Farfetch Limited. New Guards will work closely with Reebok Design Group (RDG) to develop a unified brand language and vision. The partnership solidifies ABG’s global Reebok strategy to build a network of leading operational partners. ABG had only recently expanded its partnership with Foot Locker for the US. The agreement will become effective upon full transfer of ownership of the Reebok brand to ABG. The agreement is expected to close in the first quarter.
