Puma Sells Tretorn to Authentic Brands Group

Tretorn Sold to Authentic Brands Group
Swedish label Tretorn, founded in 1891, will join sports brands Prince and Tapout under ABG’s umbrella.
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Athletic brand Puma is selling its outdoor-lifestyle label Tretorn to Authentic Brands Group.

Tretorn, a Swedish label founded in 1891, will join ABG’s other sports brands, which include Prince and Tapout.

“With a heritage that spans more than 120 years, Tretorn has an inherent and global association with tennis and luxury, ” ABG Chairman and CEO Jamie Salter said in a statement. “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.”

Terms of the deal were not disclosed.

Tretorn’s management team will remain on board, according to the statement.

ABG said it plans to focus on footwear, outerwear and tennis equipment in the North American and Asian markets. The company said in the statement that it expects to reveal a licensing partner for the North American region in the coming weeks.

“Tretorn shoes are iconic,” said Nick Woodhouse, president of ABG. “The Nylite was a favorite with tennis stars from Bjorn Borg to Martina Navratilova and was celebrated as one of the first-ever sport shoes that exuded style off the court. With today’s lifestyle trends, now is the perfect time to welcome Tretorn to the ABG family and launch it into new categories and territories.”