Authentic Brands Group is tapping into local expertise to expand Lee in China.
On Wednesday, the global brand and entertainment platform announced Shanghai Huizhong, a wholly owned subsidiary of the HiMaxxGroup, as the operating partner for Lee across China, Hong Kong and Macau.
HiMaxx will oversee the heritage denim brand’s business across the regions, including product development, sourcing, retail and wholesale distribution.
The partnership leverages the synergies between the scale of HiMaxx’s retail channels and its expertise in brand management to drive brand value and market growth. HiMaxx currently operates several internationally renowned brands, including Cole Haan, Geox, Brooks Brothers, Reebok, Nautica and Spyder.
“We are honored to partner with Authentic and to help shape the next chapter of Lee across Asia-Pacific,” said David Wang, the founder and CEO of Huizhong Technology. “Lee is an iconic brand with deep roots in the region, and we look forward to building on its legacy by bringing great products and experiences to consumers while supporting the brand’s long-term growth.”
The agreement will become effective upon the anticipated closing of Authentic’s previously announced acquisition of Lee, which is expected to close in the second half of 2026. In May, Authentic signed a definitive agreement with Kontoor Brands Inc. to acquire Lee in a deal valued at up to $1 billion.
Wesley Chu, president, Asia-Pacific at Authentic, said the partnership is positioned to accelerate Lee’s growth by expanding the brand’s reach across product categories, retail channels and consumer touchpoints throughout the region.
“HiMaxx brings the expertise, operational capabilities and regional relationships needed to unlock Lee’s next phase of growth. We look forward to working together to accelerate the brand’s long-term growth,” he said.
The partnership is part of Authentic’s strategy to build a global network of brand operators that combine local market knowledge with the strength of its platform. The company formed a strategic partnership with One Jeanswear Group in North America. It also formed a partnership with strategic retail and distribution firm Experience Group for Lee across Europe.
Authentic said Lee’s operations will remain headquartered in Greensboro, North Carolina.
