Authentic Brands Group, which owns brands including Forever 21 and Ted Baker, has partnered with Chinese e-commerce firm Baozun.

Through the agreement, Baozun now holds a 51 per cent stake in British wellington boot maker Hunter, which is owned by Authentic Brands Group, across Greater China and South East Asia.

Baozun will design, make, market and distribute Hunter products across the region through the new Authentic subsidiary ABG Hunter LLC.

“We are thrilled to partner with Baozun to grow Hunter in this important region,” said Jamie Salter, founder, chairman and chief executive of Authentic Brands Group. “This strategic move is in line with our strategy to think global and act local. By partnering with Baozun, a leader in digital and e-commerce experiences in China and Southeast Asia, we are able to combine our expertise in brand management with their deep understanding of the local market nuances and cultural trends.”

Earlier this month Chinese fast fashion giant Shein acquired around a third of SPARC Group, which owns Authentic. Under the agreement, Shein will provide the company with a platform to further grow its brands, which include Forever 21, Eddie Bauer and Nautica.

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