On May 20, Levi Strauss & Co. announced that it has entered into a definitive agreement to sell its Dockers brand to Authentic Brands Group. The initial transaction value is set at $311 million, with the potential to rise to $391 million depending on the future performance of the Dockers business.
This sale aligns with Levi’s strategic shift toward a Direct-to-Consumer (DTC)-focused model, allowing the company to further concentrate on its core brands such as Levi’s and Beyond Yoga. President and CEO Michelle Gass stated, “We are confident that we maximized the value of the business and that Authentic is the right organization to usher in the next chapter of growth for the Dockers® brand.”
Authentic Brands Group, known for owning brands like Reebok and Forever 21, is expected to leverage its established licensing infrastructure to further expand Dockers globally. Jamie Salter, Founder, Chairman, and CEO of Authentic, commented, “Dockers® is a natural fit for the Authentic model… We see significant potential to build on that legacy and grow the brand across a variety of categories.”
The transaction is expected to close by the end of July 2025 for Dockers’ intellectual property and operations in the U.S. and Canada, and by the end of January 2026 for all remaining operations. Levi Strauss will provide transitional support to Authentic during the handover period.
With annual net revenue reaching $6.4 billion in 2024, Levi’s plans to continue strengthening its position as a global denim lifestyle brand while allocating a portion of the transaction proceeds toward share repurchases and shareholder returns.
Copyright © 2025 Oui Speak Fashion. All rights reserved.
