Orbico Takes Over Distribution of Dockers in Europe and Central Asia

Authentic Brands Group (ABG), an American company specializing in the acquisition and licensing of brands, has selected Orbico Group as a partner in expanding Dockers in European markets after acquiring Dockers from American company Levi Strauss & Co for 311 million dollars earlier this year.

The agreement encompasses the distribution, production, and design of Dockers’ collections for adult men and women in categories such as sports and activewear, socks and hosiery, everyday footwear and performance segment, jackets, bags, swimwear, and other products. These partnerships are part of ABG’s broader strategy to strengthen Dockers’ presence outside the U.S. and accelerate growth through regional operational partners following the brand’s acquisition.

– The partnership with Orbico allows us to bring Dockers to key markets while maintaining the brand’s authentic heritage, building on the already established relationship with Orbico after our successful collaboration on the Champion brand in the EMEA region; together we will expand Dockers’ recognition, broaden the assortment, and position the brand for long-term growth in the region – said Henry Stupp, President of Lifestyle & Entertainment EMEAI at Authentic.

Orbico will cover markets such as Italy, Spain, Portugal, the United Kingdom, and other countries where Dockers has had a presence for over three decades, albeit with variable visibility. Prior to the agreement with ABG, Dockers was owned by Levi Strauss & Co., which managed the brand through its own European subsidiaries, and the sale of Dockers is part of Levi’s strategy to focus on its core brand and direct channel to consumers.

– This partnership is an important step in deepening the relationship between Orbico and Authentic and further solidifies our role in brand distribution in the region; Dockers has strong capital and recognition among European consumers, and together we will focus on leveraging its potential through expanding sales channels and local implementation of brand strategy – said Edward Malky, CBO – Style at Orbico.

ABG has been one of the most active ‘brand aggregators’ in the fashion and lifestyle industry in recent years. The company currently manages over 50 global brands that collectively generate more than 32 billion dollars in annual system-wide retail sales, present in over 150 countries through tens of thousands of stores and more than 500,000 points of sale. Among its portfolio are Reebok, Brooks Brothers, Nautica, Eddie Bauer, Billabong, Quiksilver, Ted Baker, Aéropostale, Juicy Couture, and Lucky Brand, as well as licensing rights to numerous celebrities and sports icons such as Elvis Presley, Marilyn Monroe, and Shaquille O’Neal.

ABG relies on a so-called asset-light business model: it acquires intellectual property rights to brands while leaving operational tasks – production, distribution, and retail – to licensing partners and regional players. For Dockers, for example, a separate licensing agreement has been signed in the U.S. and Canada with Centric Brands as the operational partner, while Orbico takes on a key role in the European market.

For Orbico, which operates in 55 countries, employs more than ten thousand people, and covers segments from FMCG and beauty to sports lifestyle, professional salons, logistics solutions, and tourism, this represents another major international brand in its portfolio following its recent collaboration with Authentic on taking over the distribution of the Champion brand. In the context of the Croatian market, Orbico further solidifies its position as a regional distribution giant for global fashion and lifestyle labels.

Dockers was launched in 1986 in San Francisco and is often cited as one of the brands that popularized the ‘Casual Friday‘ culture thanks to khaki and chino pants and a more relaxed business dress code. Under its new owner ABG, it enters a phase where rebranding for a new generation of consumers is expected, broader presence in categories beyond pants, and a stronger reliance on a global network of licensing partners like Orbico.