G-III Apparel Group ends distribution alliance with AWWG in Spain and Portugal

US-based fashion company G-III Apparel Group (G-III) will directly assume control of its brand operations across Spain and Portugal starting December 31, 2026, ending its distribution alliance with All We Wear Group (AWWG).

Under the transition agreement, the New York-based group will manage operations, sales, and retail relationships for DKNY, Donna Karan, and Karl Lagerfeld across the Iberian Peninsula, as well as the Converse brand in Western Europe. To support the direct operational shift, G-III is opening a corporate office in Madrid and absorbing AWWG employees dedicated to managing its brands.

G-III will remain a minority shareholder in AWWG, retaining the 19 percent equity stake it gradually acquired following an initial 12 percent investment in June 2024.

Strategic pivot to direct European operations

The original partnership allowed G-III to rapidly scale its footprint across Europe and tap into the distribution network of AWWG, the Madrid-based parent company of Pepe Jeans London, Hackett, and Façonnable. In return, the alliance provided AWWG with exposure to the US market and operational support to revitalize its business.

“This development reflects the next phase of G-III’s long-term growth strategy in Europe and the expansion of its own operational structure in the region,” AWWG's official statement confirmed. “The transition has been jointly planned by both companies to ensure business continuity and maintain strong relationships with customers, partners, and employees.”

The partnership was initially spearheaded by Marcella Wartenbergh, who stepped down as chief executive officer of AWWG in March 2026 after seven years at the helm. She was succeeded by Laura Fernández Plaza, previously the group's chief financial and business officer.

Roadmap targets versus fiscal performance

With G-III’s initial backing, AWWG had mapped out a strategic growth trajectory targeting 850 million euros (986.4 million dollars) in annual revenue and an EBITDA exceeding 100 million euros by 2027.

However, recent financial disclosures show top-line performance remaining below those long-term projections. For the fiscal year ending March 2025, AWWG reported annual revenues of 498.92 million euros, a 3.24 percent decline compared to 515.62 million euros in the prior fiscal period. The company, which sold 14.41 million garments over the year, delivered an EBITDA of 60.07 million euros.

AWWG stated that the conclusion of the commercial arrangement will not alter its broader business strategy or portfolio operations.