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Puma Sells Tretorn to Authentic Brands Group

The 120-year-old Swedish shoe and outerwear brand has been under Puma's ownership since 2001.
A pair of Tretorn's rubber-soled boat shoes. Photo: Tretorn

A pair of Tretorn's rubber-soled boat shoes. Photo: Tretorn

Authentic Brands Group, owner of Juicy Couture and Judith Lieber, has been on something of a shopping spree lately. After acquiring lingerie brand Frederick's of Hollywood earlier this month, and women's apparel brand Jones Group New York in late April, the company announced late Monday that it has acquired the trademark rights, patents and designs of Swedish shoe and outerwear maker Tretorn from Puma.

Terms of the deal were not disclosed.

ABG says it is focused on building out Tretorn's footwear, outerwear and tennis offerings for North America and Asia, and that it is already in advanced discussions with a strategic licensing partner for North America. Tretorn Sweden will continue to manufacture the brands' goods, including the rubber-soled sneakers for which it is best known, and will also now become the master licensee for the company in Europe and Scandinavia. Retail distribution should remain largely the same, spread between speciality, sporting goods and department stores.

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The 120-year-old company joins ABG's portfolio of 11 sports and lifestyle brands, including Spyder, Prince, Tapout and Sportcraft.

Puma, for its part, said that the sale is "a natural consequence of Puma's  vision to become the fastest sports brand in the world, focussing on its core categories within its core brands PUMA and Cobra Golf." The Kering-owned sportswear company acquired Tretorn in 2001.