Authentic Brands Group (Authentic), a global brand and entertainment platform, today announced an expanded strategic partnership with Luzern eCommerce, a leading eCommerce marketplace and retail media solutions provider, further expanding Authentic’s global ecosystem of digital commerce partners.
The partnership builds on Luzern eCommerce’s successful work supporting the Reebok operating partners across key European markets over the past year and will provide Authentic’s network of brand operators and licensees with access to scalable marketplace and advertising solutions across Amazon, Zalando, OTTO, ABOUT YOU, Allegro, ASOS, TikTok Shop and other regional platforms across Europe.
As Authentic continues to expand its digital marketplace strategy, Luzern eCommerce joins the company’s growing network of ecommerce partners, giving operators the flexibility to leverage specialized expertise based on market, channel and business objectives. Together, the ecosystem enables Authentic’s brands to accelerate growth while maintaining consistent brand standards across global digital marketplaces.
“At Authentic, we’re building a flexible marketplace ecosystem that empowers our operators,” said Tim Derner, Global Head of Marketplaces at Authentic. “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.”
Luzern eCommerce operates a multi-marketplace model that combines marketplace management, marketplace strategy, retail media, and ecommerce operations to help brands optimize performance across leading online retail platforms. The model enables operators to expand marketplace penetration while maintaining greater control over strategy, merchandising, inventory and distribution. Luzern eCommerce is Amazon Ads Advanced Partner and a trusted Zalando Marketing Services (ZMS) preferred partner, giving Authentic’s brands access to best-in-class expertise across two of Europe’s largest sports and fashion marketplaces.
“Authentic has created a differentiated platform that gives operators access to the right expertise at the right time to accelerate brand growth,” said Keith Elliott, Chief Commercial Officer at Luzern eCommerce. “We’re delighted to join that network. Building on our successful work with Reebok, we’re bringing our marketplace, retail media and digital commerce expertise to help more of Authentic’s brands strengthen their presence across Europe’s leading marketplaces and unlock their full growth potential.”
By bringing together leading marketplace operators, technology providers and digital commerce specialists, Authentic is equipping its operators with the tools, expertise and flexibility to accelerate growth across every major market while creating stronger, more connected consumer experiences worldwide.
About Authentic Brands Group
Authentic Brands Group (Authentic) is a global brand and entertainment platform that owns and invests in iconic intellectual property and cultural assets. It accelerates brands through a set of specialized businesses that combine powerful storytelling, premium content, unforgettable live experiences and global commerce. Through a network of more than 1,700 best-in-class licensees and strategic partners across 150 countries and expansive distribution, Authentic’s brands drive more than $36 billion in annual systemwide retail sales worldwide.
Authentic’s diversified portfolio spans more than 50 brands and reaches nearly one billion social media followers. Its roster includes Reebok, Champion, Shaquille O’Neal, David Beckham, Kevin Hart, Sports Illustrated, Elvis Presley, Muhammad Ali, Marilyn Monroe, GUESS, Aéropostale, Nautica, Eddie Bauer, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van Heusen, Dockers, Ted Baker, Hart Schaffner Marx, Vince, Barneys New York, Judith Leiber, Quiksilver, Spyder, Billabong, Volcom, Roxy, RVCA, DC Shoes, Prince, Sperry and Hunter.
For more information, visit corporate.authentic.com. Follow Authentic on LinkedIn, Instagram and WeChat.
About Luzern eCommerce
Luzern eCommerce is an AI-powered eCommerce growth partner helping global brands scale through technology and services across marketplaces, social commerce and D2C channels in 40+ countries. Its unified platform combines strategy, marketplace management, advertising, content and fulfillment on a shared-success model. Luzern eCommerce manages over €750 million in GMV for brands like Reebok, Panasonic, Philips Signify, Next and Stokke.
Visit Luzern.co
