Tretorn, known for its Canvas Nylite tennis sneakers and colorful rain boots, is joining the Authentic Brands Group (ABG) fold. ABG announced Tuesday it has acquired the Swedish sports lifestyle brand from Puma for an undisclosed amount.
In a release, ABG Chairman and CEO Jamie Salter, said, “With a heritage that spans more than 120 years Tretorn has an inherent and global association with tennis and luxury. Tretorn holds a unique place in the minds and hearts of consumers worldwide—from performance, to athleisure to style, Tretorn has made a statement on and off tennis courts for decades.”
ABG plans for a “seamless transition” with Tretorn’s existing management team, Tretorn Sweden who now assumes the role of master licensee in Europe and Scandinavia. Retail distribution will remain in current channels including specialty, sporting goods and department stores.
In keeping with Tretorn’s tennis court roots, ABG said it will implement a licensing strategy for North America and Asia, with an emphasis on footwear, outerwear and tennis equipment. It is currently in advanced talks with a strategic licensing partner for North America.
In recent years, the brand has earned a place in the fashion scene by collaborating with designers and retailers, including Comme des Garcons, Richard James, Acne and J. Crew.