Authentic Brands Group (Authentic) has named Shanghai Huizhong Technology (HiMaxx) as the operating partner for Lee across China, Hong Kong and Macau. The agreement, which will become effective upon the anticipated closing of Authentic’s acquisition of Lee, which is expected to close in the second half of 2026, comes on the heels of a Lee denim license agreement for North America announced in June and an agreement for the EMEA region license announced in July.
“Through Authentic’s platform and HiMaxx’s regional expertise, the partnership is positioned to accelerate Lee’s growth by expanding the brand’s reach across product categories, retail channels and consumer touchpoints throughout China, Hong Kong and Macau,” said Wesley Chu, president, Asia-Pacific, Authentic. “HiMaxx brings the expertise, operational capabilities and regional relationships needed to unlock Lee’s next phase of growth. We look forward to working together to accelerate the brand’s long-term growth.”
HiMaxx is expected to oversee Lee’s business across the regions, including product development, sourcing, retail and wholesale distribution, leveraging its expertise to expand the brand’s presence and drive long-term growth throughout the regions.
The partnership is said to be part of Authentic’s strategy to build a global network of leading brand operators that combine deep local market knowledge with the strength of its platform. Alongside One Jeanswear Group (North America) and Experience Group (EMEA), HiMaxx will support Lee’s continued growth across key international markets.
“We are honored to partner with Authentic and to help shape the next chapter of Lee across Asia-Pacific,” said David Wang, founder & CEO, Huizhong Technology. “Lee is an iconic brand with deep roots in the region, and we look forward to building on its legacy by bringing great products and experiences to consumers while supporting the brand’s long-term growth.”
Image courtesy Lee
