ABG and Outdoor 5 Team Up to Supercharge Eddie Bauer’s Growth

Authentic Brands Group (ABG) is bolstering its strategy for Eddie Bauer, a renowned outdoor brand, through an expanded partnership with Outdoor 5 (Oved), a long-term licensee. This collaboration aims to significantly accelerate Eddie Bauer’s digital and wholesale growth throughout North America, capitalizing on the brand’s strong existing foundation and dedicated customer base.

Under the terms of the new agreement, Oved will take on comprehensive responsibility for Eddie Bauer’s e-commerce platform and wholesale operations across the United States and Canada. Crucially, the partnership also extends to encompass design and product development within these regions. This move signifies a deliberate effort to leverage Oved’s specialized capabilities and build upon Eddie Bauer’s already established online presence and thriving community of outdoor enthusiasts.

The restructuring of responsibilities is designed for optimal efficiency. Catalyst Brands will continue to manage and operate Eddie Bauer’s brick-and-mortar retail stores and outlet locations throughout North America. This division of labor allows Oved to concentrate on its strengths in wholesale and digital commerce, while Catalyst focuses on its established expertise in retail environments and a broader lifestyle portfolio.

Jarrod Weber, Global President of Sports and Lifestyle at Authentic, emphasized the strength of the existing relationship with Oved, stating, “Our relationship with Oved has been built on trust, shared vision, and operational excellence.” He further explained that this expanded partnership strategically aligns Eddie Bauer with a partner possessing deep expertise in the outdoor industry, while simultaneously enabling Catalyst to focus on its core competencies, ultimately positioning the brand for sustained, long-term growth.

Oved brings to the table a wealth of experience in outdoor and performance apparel, having been a key contributor to Eddie Bauer’s success for over two decades. David Oved, CEO of Outdoor 5 (Oved), expressed enthusiasm for the expanded role, highlighting Eddie Bauer’s enduring legacy of quality, performance, and adventure. He stated the company is focused on meeting consumers where they are – online and through key retail partners – by enhancing brand reach, expanding the digital footprint, and delivering exceptional products.