Authentic expands European marketplace access with Luzern partnership

US brand management firm Authentic Brands Group has expanded its strategic partnership with Luzern eCommerce, giving the group’s brand portfolio access to marketplace and retail media services across Europe.

The agreement builds on Luzern’s work with the operating partners of Authentic-owned Reebok over the past year and will extend its expertise to other Authentic brands. Services will cover platforms like Amazon, Zalando, Otto, About You, Allegro, Asos and TikTok Shop, alongside other regional marketplaces.

The partnership forms part of Authentic’s wider strategy to give its operators more flexibility in managing digital commerce across different markets and channels, while retaining consistent brand standards.

Speaking on the agreement, Tim Derner, global head of marketplaces for Authentic, said: “At Authentic, we’re building a flexible marketplace ecosystem that empowers our operators. Our partnership with Luzern eCommerce reflects that strategy. Their success growing Reebok across Europe’s leading marketplaces demonstrated the value they bring, and we’re excited to make those capabilities available across our broader portfolio.”

In his own statement, Keith Elliott, chief commercial officer at Luzern eCommerce, said: “Building on our successful work with Reebok, we’re bringing our marketplace, retail media and digital commerce expertise to help more of Authentic’s brands strengthen their presence across Europe’s leading marketplaces and unlock their full growth potential.”

Authentic’s portfolio spans more than 50 brands, including Reebok, Champion, Ted Baker, Quiksilver, Roxy, Hunter and Brooks Brothers, supported by more than 1,700 licensees and strategic partners across 150 countries.