The Puma Group sold its rights to the Swedish footwear and outdoor apparel brand Tretorn Group to U.S.-based Authentic Brands Group LLC effective June 29. The transaction included trademark rights, patents and designs to the brand.
Tretorn management will acquire the operating license from ABG and will continue the business activities of Tretorn on the Scandinavian and European market. This sale is a natural consequence of Puma's vision to become the fastest sports brand in the world, focusing on core categories within its core Puma and Cobra Golf brands.
Puma Group acquired Tretorn in 2002. The company, which is based in Helsingborg, Sweden, produces canvas and rubber footwear, apparel, tennis ball and other products for sports and leisure activities.
“With a heritage that spans more than 120 years Tretorn has an inherent and global association with tennis and luxury, ” said Jamie Salter, chairman and CEO, ABG. “Tretorn holds a unique place in the minds and hearts of consumers worldwide – from performance, to athleisure to style, Tretorn has made a statement on and off tennis courts for decades.”
ABG will implement a licensing strategy that preserves and leverages the authenticity of the Tretorn DNA. Emphasis will be on footwear, outerwear and tennis equipment for North America and Asia, which have been identified as key growth markets. ABG is in advanced discussions with a strategic licensing partner for North America to be announced in the near term. Retail distribution will remain in current channels including Specialty, Sporting Goods, and Department stores.
Tretorn pioneered the sport shoe with a long-lasting commitment to fusing functionality and style that led it to go beyond pure performance and secure a permanent place in fashion and pop-culture. Tretorn solidified its credibility in the fashion industry through collaborations linking its classic Canvas Nylite sneaker with a coveted list of designers and specialty retailers, including Comme des Garcons, Richard James, Acne, J Crew, H&M, and more.
“Tretorn shoes are iconic,” said Nick Woodhouse, president and CMO of ABG. “The Nylite was a favorite with Tennis stars from Bjorn Borg to Martina Navratilova and was celebrated as one of the first-ever sport shoes that exuded style off the court. With today's lifestyle trends, now is the perfect time to welcome Tretorn to the ABG family and launch it into new categories and territories.”
Authentic Brands Group, in partnership with Leonard Green & Partners, is an intellectual property corporation with a mandate to acquire, manage and build long-term value in prominent consumer brands. Headquartered in New York City, ABG's mission is to further enhance brand equity through partnering with best-in-class licensees and retailers. ABG brands include Marilyn Monroe, Muhammad Ali, Elvis Presley, Juicy Couture, Judith Leiber, Adrienne Vittadini, Taryn Rose, Misook, Hickey Freeman, Hart Schaffner Marx, Palm Beach, Bobby Jones, Spyder, Prince, Ektelon, Viking, TapouT and Sportcraft.
The Puma Group owns the brands Puma, Cobra Golf, Dobotex and Brandon. Puma offers performance and sport-inspired lifestyle products in
categories such as Football, Running, Training and Fitness, Golf, and
Motorsports. The company has engaged in collaborations with renowned design
brands such as Alexander McQueen and Mihara Yasuhiro to bring innovative
and fast designs to the sports world.
The Puma Group distributes its products in more than 120 countries, employs more than 10,000 people worldwide, and is headquartered in Herzogenaurach/Germany.
