[NEW YORK, NY] — Authentic Brands Group (Authentic), a global brand and entertainment platform, today announced Shanghai Huizhong Technology (HiMaxx) as the operating partner for Lee across China, Hong Kong and Macau.

HiMaxx will 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 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.

“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 at 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.”

“We are honored to partner with Authentic and to help shape the next chapter of Lee across Asia-Pacific,” said Founder & CEO of Huizhong Technology, David Wang. “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.”

The agreement will become effective upon the anticipated closing of Authentic’s previously announced acquisition of Lee, which is expected to close in the second half of 2026.

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 $38 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, Care Bears, Aéropostale, Nautica, Eddie Bauer, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van Heusen, Dockers, Ted Baker, Hart Schaffner Marx, Vince, OVO, 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 Shanghai Huizhong Technology (HiMaxx)
Shanghai Huizhong is a wholly owned subsidiary of the HiMaxx Group, specializing in the all-channel operation of international brands. It is a key business segment within the Group’s ‘channels plus brands’ strategy. Huizhong currently successfully operates a number of internationally renowned brands, including Cole Haan, Geox, Brooks Brothers, Reebok, Nautica, and Spyder. By leveraging the synergies between the scale of its retail channels and its expertise in brand management, the Company continues to drive brand value and market growth. Drawing on HiMaxx Group’s extensive supply chain integration capabilities and leading digital and physical retail expertise, Shanghai Huizhong is accelerating the expansion of its global brand portfolio.