Authentic Brands Group grows by licensing its brands to independent operators rather than retailing directly. Extending Reebok’s ecommerce partner across that network hands operators shared marketplace expertise, raising how far Authentic will centralize what licensees once built alone.
Authentic Brands Group, the owner of Reebok and other brands, has announced an expanded strategic partnership with Luzern eCommerce. The new agreement builds on Luzern eCommerce’s work supporting the Reebok operating partners across key European markets over the past year.
The expanded partnership will give Authentic’s network of brand operators and licensees access to scalable marketplace and advertising solutions across Amazon, Zalando, ASOS, About You, Otto, Allegro, TikTok Shop and other regional platforms across Europe.
Luzern eCommerce is an AI-powered eCommerce partner that helps global brands scale through technology and services in more than 40 countries. Its multi-marketplace model combines marketplace management, marketplace strategy, retail media, and ecommerce operations. Luzern eCommerce manages over €750 million in Gross Merchandise Value (GMV) for brands like Reebok, Philips, Panasonic and more. Luzern eCommerce is Amazon Ads Advanced Partner and a trusted Zalando Marketing Services (ZMS) preferred partner, providing Authentic’s brands with access to expertise across two of Europe’s largest sports and fashion marketplaces.
Tim Derner, Global Head of Marketplaces at Authentic, commented: “At Authentic, we’re 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.”
Authentic Brands Group’s portfolio spans over 50 brands, including Reebok, Champion, Sports Illustrated, Eddie Bauer, Quiksilver, Spyder, Billabong, Roxy, Prince, and more. Authentic’s brands drive more than $36 billion in annual systemwide retail sales worldwide. The Group has a network of more than 1,700 licensees and strategic partners across 150 countries.
