ABG, SPARC Finalize the Acquisition of Eddie Bauer

Famed outdoors outfitter has been snatched up by ABG and SPARC.
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License Global

June 1, 2021


Authentic Brands Group, a global brand owner, marketing and entertainment company, and SPARC Group, a retail enterprise, are pleased to announce the acquisition of Eddie Bauer.

“We are thrilled to welcome this iconic American outdoor brand into our portfolio,” says Jamie Salter, founder, chairman and chief executive officer, Authentic Brands Group. “Eddie Bauer comes at an exciting time for ABG and SPARC as the outdoor market opportunity is growing significantly across the globe.”

Through the transaction, Eddie Bauer’s operations will become part of the SPARC organization and the brand’s headquarters will remain in the Seattle area under Damien Huang, chief executive officer. Eddie Bauer.

The Eddie Bauer team, in partnership with SPARC, will manage the brand's sourcing, product design and development, wholesale, planning and allocation and e-commerce as well as its 300 stores, which are principally located in the U.S. and Canada. 

“We are pleased to officially welcome Damien Huang and the rest

of the Eddie Bauer team to SPARC,” says Marc Miller, chief executive officer, SPARC Group. “The addition of Eddie Bauer brings an outdoor and active focus to the company and expands SPARC’s technical and performance product expertise.”

“On behalf of the entire Eddie Bauer team, we are excited to join ABG and SPARC, who bring significant expertise in brand building, marketing and retail,” says Huang. “Together, we intend to position Eddie Bauer to compete and win in a digitally driven, omnichannel world. We look forward to the exciting journey ahead.”

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