Dakine has a new licensing partner for all apparel, including sport performance, lifestyle, outerwear and swim.
New Dakine Owner Marquee Brands signed the deal with Hong Kong-based Global Brands Group (GBG), which is a spinoff of sourcing giant Li & Fung.
GBG’s Sports & Lifestyle division, based in Boulder, Colorado, will focus on apparel for the action sports consumer, joining Spyder under that division’s umbrella.
In addition to Spyder, other brands in the Global Brands Group licensing portfolio include All Saints, Juicy, Calvin Klein, Kenneth Cole and Frye.
We have heard good things recently about how Dakine Outerwear has been performing. A Marquee executive stressed in a statement that Dakine will continue to focus on technical apparel and outerwear.
“GBG not only shares our commitment to product performance across all categories, but also brings global strategic partnerships with Gore-Tex and PrimaLoft” said Pamela Levine, SVP of Brand Management. “We are excited to build on our foundation from the water to the mountains and the lifestyle in between.”
Marquee acquired Dakine at the end of 2018 from Altamont Capital Partners. At the time of acquisition, Marquee announced that it had entered into a long-term license agreement with JR286, which acquired the operating assets of Dakine and became Marquee Brands’ long-term operating partner for the brand. JR286 focuses on Dakine’s core accessories categories.
