Frasers Group in talks with global brand operator over partnership

Retail giant Frasers Group and global brand operator Authentic Brands Group (ABG) are reportedly in talks to form a partnership.

The proposed deal could see Shirebrook-based Frasers become the UK and European operating partner for several brands in Authentic’s portfolio, including Reebok Hunter, Forever 21 and Juicy Couture.

Drapers reported that multiple sources confirmed these discussions, though they cautioned that there is no certainty an agreement will be reached.

ABG owns over 50 global brands, including David Beckham, Hunter, Ted Baker, Reebok, and Forever 21. These brands are licensed to various suppliers by market or category.

Reebok’s operations in Europe are currently managed by Farfetch-owned New Guards Group.

Earlier this year, Frasers was among the interested parties for Ted Baker, but no updates have been provided on those talks.

The news follows reports that Ted Baker is preparing to close all its UK stores after failing to secure a new operating partner.

Authentic acquired Ted Baker for £211m in 2022.

The company is now undergoing administration, leading to job cuts, store closures, and market exits, most recently from the Netherlands.