Activewear label Outdoor Voices has partnered with UK distributor Focus Brands to launch across the UK and the EU, targeting online and wholesale accounts.
Under the agreement, Focus Brands will manage regional product development, sourcing, marketing, and distribution.
The distributor maintains a European logistics and licensing network and manages a portfolio of sportswear and lifestyle brands, including ellesse, K-Swiss, Nautica, Patrick, and Reebok.
Outdoor Voices was founded in 2013 and is owned by US private equity company Consortium Brand Partners.
Consortium Brand Partners founding partner Michael DeVirgilio said: “Our strategy has been to pair the brand’s unique positioning with exceptional operating partners who can unlock its potential in markets around the world.
"With continued growth in the US, our recent expansion across Asia, and now this partnership with Focus Brands, Outdoor Voices is on a trajectory to surpass its previous peak in global retail sales by the end of 2027.”
The European rollout marks the latest phase of an international expansion strategy led by the parent company, following recent distribution agreements that introduced the brand to China, Korea, and Southeast Asia.
Collectively, the transactions show an operational strategy centred on scaling the American label through regional operating partners and wholesale relationships rather than direct-to-consumer store investment.
Through the deal with Focus Brands, the company aims to capitalise on expanding European consumer demand for wellness and active-lifestyle apparel across department stores, independent retailers, and regional digital platforms.
Focus Brands managing director Richard Marshal added: “Outdoor Voices is a genuinely exciting brand, and our whole team is energised to be bringing it to the UK and Europe.
"We see a real opportunity to build Outdoor Voices the right way: staying true to what makes it distinctive, while using our established wholesale relationships and e-commerce expertise to put it in front of the right retailers and the right customers.”
