Frasers Group is reportedly in talks with Authentic Brands Group concerning a potential partnership.
- The discussions focus on Frasers potentially taking over operations of Reebok in the UK and Europe.
- Sources confirm the ongoing talks, although they caution an agreement is not guaranteed.
- Authentic Brands Group owns over 50 brands, including Ted Baker and Reebok, managed through global partnerships.
- There is uncertainty regarding Frasers’ role as the frontrunner for Ted Baker’s UK operations after recent setbacks.
Frasers Group has shown interest in collaborating with Authentic Brands Group to become the operating partner for Reebok in the UK and European markets. This potential deal is part of a broader conversation as Frasers navigates ongoing negotiations surrounding Ted Baker.
Multiple sources have confirmed these discussions, yet there is recognition of the inherent uncertainty involved. The confluence of interests between Frasers and Authentic Brands Group sees them exploring potential synergies within their portfolios, but no formal agreement has materialised thus far.
Authentic Brands Group, a company holding over 50 global brands, relies on partnerships wherein partners manage specific brands in certain markets or categories, deriving profits from performance-based royalties. This approach allows Authentic to strategically position its brands worldwide.
Reebok’s operations across the European market have been under New Guards Group, a global fashion platform owned by Farfetch since 2022. As Frasers positions itself within this landscape, it aims to strengthen its role in managing established brands like Reebok.
Frasers initially emerged as a potential leader in assuming Ted Baker’s UK operations; however, a final agreement remains elusive. Recent communications to Ted Baker employees highlighted the potential absence of a new operational partner immediately after current administrative measures conclude.
Despite these challenges, Authentic has announced new licensing agreements in North America, thereby maintaining Ted Baker’s operations beyond its traditional markets. The recent partnerships include United Legwear, Peerless, and BCI Brands handling manufacturing, design, and distribution across multiple channels.
The outcome of Frasers Group’s negotiations with Authentic Brands Group remains uncertain, with developments continuing to unfold.
