Authentic Brands Group has appointed Shanghai Huizhong Technology (HiMaxx) as the operating partner for Lee across Greater China.
Under the agreement, HiMaxx will manage product development, sourcing, and the brand’s retail and wholesale distribution across mainland China, Hong Kong and Macau.
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HiMaxx already manages several international brands in the market, including Brooks Brothers, Cole Haan, Geox, Nautica, Reebok and Spyder.
In a statement, Authentic Brands said the arrangement is part of its wider approach of working with regional operators in key markets across its brand portfolio.
HiMaxx will become part of Lee’s global operating network, joining One Jeanswear Group in North America and Experience Group in Europe.
Authentic Asia-Pacific president Wesley Chu said: “Through Authentic’s platform and HiMaxx’s regional expertise, the partnership is positioned to accelerate Lee’s growth by expanding the brand’s reach across product categories, retail channels and consumer touchpoints.
“HiMaxx brings the expertise, operational capabilities and regional relationships needed to unlock Lee’s next phase of growth. We look forward to working together to accelerate the brand’s long-term growth.”
The deal is set to take effect after the expected completion of Authentic’s previously announced acquisition of Lee, which is due to close in the second half of 2026.
Huizhong Technology founder and CEO David Wang said: “We are honoured to partner with Authentic and to help shape the next chapter of Lee across Asia-Pacific.
“Lee is an iconic brand with deep roots in the region, and we look forward to building on its legacy by bringing great products and experiences to consumers while supporting the brand’s long-term growth.”
Authentic’s network includes more than 1,700 licensees and strategic partners across 150 countries, with its brands generating over $38bn in annual systemwide retail sales worldwide.
Its portfolio covers more than 50 brands, including David Beckham, Dockers, GUESS, Roxy and Ted Baker.
