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Authentic Brands Group Inks Partnership with New Guards Group for Reebok’s Operations in Europe

Authentic Brands Group announces Reebok partnership with New Guards Group. — Authentic Brands Group announces Reebok partnership with New Guards Group. (ABG)

By

Cathaleen Chen

23 February 2022

The long-term partnership names New Guards Group the core operating partner for Reebok’s retail, e-commerce and wholesale channels in Europe. New Guards, a Farfetch subsidiary and operator of brands such as Off-White and Palm Angels, will also oversee Reebok’s future collaborations and distribute the resulting products worldwide.

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About the author

Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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