The partnership builds on the longstanding relationship between Authentic and Union Group and will accelerate Lee’s growth across retail, wholesale and e-commerce in Mexico

New York, NY — Authentic Brands Group announced a strategic partnership with Union Group for the Lee brand in Mexico.

The agreement will take effect following Authentic’s previously announced acquisition of Lee, which is expected to close in the second half of 2026.

Union Group will serve as Lee’s strategic operating partner in Mexico, leveraging its extensive capabilities and proven expertise across product development, sourcing, retail, wholesale distribution and e-commerce. The partnership further strengthens the longstanding relationship between Authentic and Union Group which began more than a decade ago with Nautica and has since expanded to include a portfolio of leading global brands, including Aéropostale, SHAQ, Reebok, Quiksilver, among others.

“Union Group has been a trusted partner to Authentic for many years,” said Victor Alvarino, SVP – Head of Mexico, Authentic. “Their strong operating capabilities, retail relationships and deep understanding of the Mexican consumer make them an ideal partner for Lee. Lee is an iconic brand with tremendous heritage and significant growth potential in Mexico, and together we have a great opportunity to accelerate its growth and build the brand for the long term.”

Founded in 1889, Lee has over 135 years of heritage rooted in denim craftsmanship and innovation. From pioneering workwear to becoming a global lifestyle brand, Lee has remained synonymous with quality, authenticity and timeless American style.

“We are proud to expand our longstanding partnership with Authentic by welcoming Lee,” said José Tawil, CEO of Union Group. “Lee is an iconic global brand with a rich heritage and strong foundation in denim and lifestyle, one that generations of Mexican consumers have known and loved. We look forward to working alongside Authentic to bring Lee back to the top of mind position it deserves – expanding the brand in Mexico and creating new opportunities for its long-term growth.”