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ABG Buys Tretorn from Puma

Authentic Brands Group has acquired the Swedish outdoor lifestyle brand Tretorn from Puma.

April 6, 2018

1 Min Read

Authentic Brands Group has acquired the Swedish outdoor lifestyle brand Tretorn from Puma.

Tretorn joins ABG's growing sports and lifestyle portfolio, which also includes Spyder, Prince and Tapout.

"With a heritage that spans more than 120 years, Tretorn has an inherent and global association with tennis and luxury," says Jamie Salter, chairman and chief executive officer, ABG. "Tretorn holds a unique place in the minds and hearts of consumers worldwide, from performance to athleisure to style, Tretorn has made a statement on and off tennis courts for decades."

Tretorn's existing management team in Sweden will assume the role of master licensee in Europe and Scandinavia and will continue to develop and supply rubber-based footwear for the brand worldwide.

ABG plans to implement a licensing strategy that preserves and leverages Tretorn's heritage with a focus on the footwear, outerwear and tennis equipment categories in North America and Asia. The company is also in discussions with a strategic North American licensing partner, which will be announced in the near future. Retail distribution of the brand will continue in all current channels including specialty, sporting goods and department stores.

"Tretorn shoes are iconic," says Nick Woodhouse, president and chief marketing officer, ABG. "The Nylite was a favorite with tennis stars from Bjorn Borg to Martina Navratilova and was celebrated as one of the first-ever sport shoes that exuded style off the court. With today's lifestyle trends, now is a perfect time to welcome Tretorn to the ABG family and launch it into new categories and territories."

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