Authentic expands Lee’s global network through partnership with HiMaxx

US brand management company Authentic Brands Group (Authentic) has named Shanghai Huizhong Technology (HiMaxx) as the operating partner for denim brand Lee across China, Hong Kong and Macau.

Under the new agreement, Chinese brand operator HiMaxx will oversee Lee’s regional operations, including product development, sourcing, retail and wholesale distribution. The partnership aims to leverage regional expertise to expand the brand’s market presence and support long-term commercial growth throughout the specified territories.

The move aligns with Authentic's global strategy to construct a network of regional brand operators combining local market knowledge with its broader platform. HiMaxx joins existing operating partners, including US apparel company One Jeanswear Group in North America and UK fashion distributor Experience Group in Europe, the Middle East and Africa (EMEA), to drive the brand's international operations.

Leadership perspectives and operational timeline

“Through Authentic's platform and HiMaxx's regional expertise, the partnership is positioned to accelerate Lee's growth by expanding the brand's reach across product categories, retail channels and consumer touchpoints throughout China, Hong Kong and Macau,” said Wesley Chu, president of Asia-Pacific at Authentic. “HiMaxx brings the expertise, operational capabilities and regional relationships needed to unlock Lee's next phase of growth.”

David Wang, founder and chief executive officer of Huizhong Technology, added: “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 is set to take effect following the expected completion of Authentic's acquisition of Lee, which is scheduled to close in the second half of 2026.

Authentic currently manages a portfolio generating more than 38 billion dollars in annual systemwide retail sales globally. Its retail portfolio includes Reebok, Champion, Brooks Brothers, Ted Baker and Hunter. Shanghai Huizhong, a subsidiary of HiMaxx Group, currently manages omni-channel operations for several international labels in the region, including Cole Haan, Geox and Nautica.