This story first appeared in our sister publication, Retail TouchPoints.
Authentic Brands Group (Authentic), the owner of a wide range of brands including nearly every major surf brand, has purchased the intellectual property (IP) of Dockers from Levi Strauss & Co. (LS&Co.) for $311 million. The purchase price has the potential to reach $391 million through an $80 million earnout opportunity in future years based on the performance of the Dockers business under Authentic’s ownership.
The purchase follows a series of C-suite changes that Levi Strauss & Co. made in February 2025 designed to accelerate the company’s omnichannel transformation. “The Dockers transaction further aligns our portfolio with our strategic priorities, focusing on our direct-to-consumer first approach, growing our international presence and investing in opportunities across women’s and denim lifestyle,” said Michelle Gass, president and CEO of LS&Co. in a statement.
Opportunities for International Growth
To unlock new opportunities for Dockers, Authentic plans to leverage its global network of 1,700 licensing partners with a focus on innovation, omnichannel expansion, and international growth. As part of these efforts, Authentic has signed a licensing agreement with fellow brand management firm Centric Brands, which will serve as the operating partner for Dockers across key categories in the U.S. and Canada, including sportswear, activewear, kids’ apparel, dress shirts, workwear, and performance golf. Authentic is in active discussions with regional operators in Latin America, EMEA, and Southeast Asia to transition and scale Dockers’ existing businesses across these markets.
“Few brands own a category the way Dockers does, yet still have so much room to grow,” said Matt Maddox, president at Authentic, in a statement. “Its legacy in casualwear gives it a strong foundation, but the real opportunity lies in reimagining the brand for a new generation. Through our global platform and deep licensing network, we’re committed to stewarding the brand into its next era of growth and relevance.”
Authentic has been steadily adding brands to its collection over the past few years, including:
- In August 2022, Authentic added Ted Baker to its brand roster.
- In April 2023, Authentic bought the IP of Vince for $76.5 million.
- In July 2023, Authentic purchased the Rockport footwear brand.
- In September 2023, Authentic acquired the Boardriders brands for an estimated $1.25 billion.
Additionally, Authentic adopted the Fast Simon solution to enhance merchandising, personalization, and search capabilities across its portfolio in February 2024.
