Puma sells Tretorn to Authentic Brands Group

By

Sarah Ahssen

Published
Jun 30, 2015

Puma, which is aiming to focus on sports and performance with its brands Puma and Cobra Golf, has just sold the rights of the Swedish outdoor brand Tretorn to the American company Authentic Brands Group for an undisclosed amount.

Tretorn will thus join Authentic Brands Group’s "sport and lifestyle" division, which notably includes the martial arts brand Tapout. Based in New York, Authentic Brands Group, which recently acquired the ready-to-wear brand Jones New York, intends to develop Tretorn in North America and Asia through licenses, focusing on footwear, outerwear and tennis equipment.

Tretorn’s management is, meanwhile, acquiring the operating license from Authentic Brands Group to continue to develop the brand in Scandinavia and Europe. 

Puma, which acquired Tretorn in 2002, intends to focus on categories such as football, running, golf and motor sports.