Dive Brief:
- Authentic Brands Group signed a new deal with Gardiner Bros to reintroduce the Sperry brand to the U.K. and Ireland, according to a Tuesday release.
- Under the agreement, Gardiner Bros will serve as the official distributor of Sperry footwear for men and women. This is Sperry’s first licensee in the U.K. and Ireland since Authentic’s acquisition of the brand in 2024, according to a spokesperson.
- Also Tuesday, Authentic announced the appointment of former Amazon exec Tim Derner as global head of its marketplaces division. Dener was most recently director of Amazon Fashion and Luxury Stores.
Dive Insight:
Sperry’s previous parent company, Wolverine World Wide, distributed the brand in the U.K. and Ireland through a deal with Fabulous Footwear.
The Sperry brand has longstanding market appeal in the region, and the deal with Gardiner Bros brings Sperry back to a market where it holds “strong awareness and affinity,” Authentic said in the release.
In addition, Ben Gardiner, chief product officer at Gardiner Bros, said boat shoes “are having a real resurgence.”
The move builds on Authentic’s continuing global expansion.
In May, the company announced that it would bring its Rockport brand to the U.K. and Ireland through a men’s and women’s footwear distribution deal with Chapters Brand Group. The company also extended its Boardriders Japan license in June and announced a South Africa partnership for its Ted Baker brand in December.
Last year, Authentic hired its first general manager for Africa. The company also brought in its first Australia-based employee to be the new head of Australia and New Zealand.
Meanwhile, Derner, who started his role on June 2, is expected to help push Authentic’s global distribution strategy, particularly in terms of “strengthening partnerships, accelerating brand reach and driving incremental value across platforms,” per the release.
While at Amazon, he worked with Authentic to “significantly expand the online presence and retail sales” of brands including Reebok, Brooks Brothers, Eddie Bauer and Aéropostale in Amazon stores.
In his new role, Derner will report to newly appointed president Matt Maddox.
“Marketplaces are a critical engine for long-term brand growth,” said Maddox. “Tim’s track record of building high-performing teams and scaling digital marketplaces worldwide makes him the ideal leader to deepen our capabilities in this space. His appointment marks a significant step in making this channel a cornerstone of our global distribution strategy.”
Derner’s former employer Amazon was one of the investors, alongside Authentic, in the January acquisition of the Neiman Marcus Group by Saks Global, parent company of Saks Fifth Avenue. Authentic also launched a joint venture with Saks Global in October 2024 called Authentic Luxury Group, which was created to explore licensing opportunities and drive growth for Saks Global as well as Authentic-owned brands including Barneys New York, Judith Leiber, Hervé Léger and Vince.
