Authentic Group announces partnership with One Jeanswear Group (OJG) to expand Lee in North America

On June 24, Authentic Brands Group announced a long-term strategic partnership with One Jeanswear Group (OJG), a subsidiary of Premier Brands Group Holdings, to operate the Lee brand in the United States and Canada. This agreement will take effect following the completion of Authentic’s acquisition of Lee, which is scheduled for the second half of 2026 and was announced last May. OJG will thus serve as Lee’s operational partner in these two markets, drawing on its strong expertise in denim, sourcing, product development, and wholesale distribution.

As part of this agreement, OJG will take over Lee’s US and Canadian operations while working closely with Authentic. Lee’s headquarters will remain in Greensboro, North Carolina. OJG also plans to maintain operations at the Mocksville, North Carolina, facility and leverage the expertise of the existing teams.

An upcoming IPO?

Chris Waldeck, CEO of One Jeanswear Group, emphasised the importance of this legacy: “Having previously led Lee, I know first hand the strength of this brand, the passion of its team, and the loyalty of its consumers. Our priority is to build on the brand’s rich heritage, support the talented teams in Greensboro and Mocksville, and lay the groundwork for long-term growth.”

Morris Tbeile, president and CEO of Premier Brands Group Holdings, expressed the group’s ambition: “We are excited to invest in the company and work alongside Authentic to expand Lee’s market presence and impact. This partnership marks an exciting new chapter as we continue to grow our brand portfolio with Authentic.”

On the Authentic side, Jarrod Weber, global president of the Sports and Lifestyle division, highlighted how the two companies complement each other: “Lee is one of the most recognisable names in denim, with an unmatched heritage and tremendous opportunities for future growth. One Jeanswear Group has been a trusted partner of Authentic for many years, and we have seen first hand its ability to execute at the highest level. They bring deep industry expertise, strong relationships with retailers, and a proven track record of success in developing iconic brands.” Lee will soon join the approximately 50 brands in the Authentic Group’s portfolio, which also includes brands such as Reebok, DC Shoes, Dockers, and Champion, and which may soon go public.