Authentic names Union Group as Lee operating partner in Mexico

Authentic Brands Group has named Mexican retail and distribution company Union Group as its strategic operating partner for Lee in Mexico, as it prepares to take control of the denim brand following a planned acquisition, expected to close in the second half of 2026.

The partnership will oversee Lee’s retail, wholesale and e-commerce operations in Mexico, with Union Group bringing capabilities across product development, sourcing, distribution and retail.

The appointment strengthens an existing relationship between Authentic and Union Group that dates back more than a decade. The companies first partnered on Nautica and have since expanded their relationship across brands including Aéropostale, Reebok, Quiksilver and Shaq.

“Union Group has been a trusted partner to Authentic for many years,” said Victor Alvarino, SVP and head of Mexico at Authentic. He further highlighted the group’s retail relationships and understanding of Mexican consumers as key to its role with Lee.

Union Group CEO José Tawil, meanwhile, said the company aims to expand Lee in Mexico and create “new opportunities for its long-term growth”.

The partnership forms part of Authentic’s broader strategy of working with third-party regional operators to grow its brands in local markets, with the company continuing discussions with additional partners for Lee’s international expansion.