Authentic Taps Union Group for Lee’s Operations in Mexico

Authentic Brands Group continues to grow its network of partners for Lee.

On Friday, the global brand and entertainment company announced a strategic partnership with Union Group for Lee in Mexico. The agreement will take effect following Authentic’s previously announced acquisition of Lee from Kontoor Brands, which is expected to close in the second half of 2026.

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Union Group will serve as Lee‘s strategic operating partner in Mexico, leveraging its extensive capabilities and expertise across product development, sourcing, retail, wholesale distribution and e-commerce.

The fully integrated operator has more than 40 years of experience in Mexico, including overseeing the operations for several of Authentic brands. Their partnership began more than a decade ago with Nautica and has since expanded to include 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.”

Authentic has inked several deals for Lee in recent weeks. Shanghai Huizhong, a wholly owned subsidiary of the HiMaxxGroup, will be the operating partner for Lee across China, Hong Kong and Macau. Authentic also formed strategic partnerships for Lee with One Jeanswear Group for North America and Experience Group across Europe.

“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—e expanding the brand in Mexico and creating new opportunities for its long-term growth.”

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