Levi Strauss & Co. sells Dockers in $311 million deal
Authentic Brands Group is adding another high-profile brand to its portfolio.
Levi Strauss & Co. said it has entered into an agreement to sell its Dockers brand to the brand development firm for $311 million. The deal has the potential to reach up to $391 million through an $80 million earnout opportunity in future years based on the performance of Dockers under Authentic’s ownership.
The denim giant announced in October 2024 that it had initiated a formal review of strategic alternatives for the Dockers brand, including a potential sale, as it looked to focus on growing its namesake brand and Beyond Yoga, which it acquired in 2021.
“The Dockers transaction further aligns our portfolio with our strategic priorities, focusing on our direct-to-consumer (DTC) first approach, growing our international presence and investing in opportunities across women’s and denim lifestyle,” said Michelle Gass, president and CEO of Levi’s. “After a robust process, we are confident that we maximized the value of the business and that Authentic is the right organization to usher in the next chapter of growth for the Dockers brand.”
In addition to continuing to evolve its Levi’s brand from jeans to “denim lifestyle,” Gass said the company will scale its Beyond Yoga brand.
Under the terms of the agreement, Authentic will own Dockers’ intellectual property. The company has signed a licensing agreement with its long-standing partner, Centric Brands, which will serve as the operating partner for Dockers across key categories in the U.S. and Canada. Centric will take on sportswear, activewear, kids’ apparel, dress shirts, workwear and performance golf.
“Dockers is a natural fit for the Authentic model,” said Jamie Salter, founder, chairman and CEO of Authentic. “Dockers played a key role in shaping casual workwear as we know it today, and we see significant potential to build on that legacy and grow the brand across a variety of categories.”
Authentic said it plans to unlock new opportunities for Dockers through its global network of more than 1,700 licensing partners, with a focus on innovation, omnichannel expansion and international growth. The company said it is in active discussions with regional operators in Latin America, Europe, the Middle East and Asia to expand Dockers’ existing businesses across those markets.
“Few brands own a category the way Dockers does, yet still have so much room to grow,” added Matt Maddox, president at Authentic. “Its legacy in casualwear gives it a strong foundation, but the real opportunity lies in reimagining the brand for a new generation. Through our global platform and deep licensing network, we’re committed to stewarding the brand into its next era of growth and relevance.”
The transaction is expected to close on or around July 31 for the Dockers intellectual property and operations in the United States and Canada, and on or around Jan. 31, 2026, for the remaining Dockers operations.
Levi’s intends to return approximately $100 million of the net cash proceeds from the transaction to shareholders through share repurchases, in line with its established capital allocation strategy.
Levi’s products are sold in approximately 120 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,400 retail stores and shop-in-shops.
Authentic owns more than 50 global brands, generating approximately $32 billion in annual systemwide retail sales. The company's portfolio includes Reebok, Champion, Nautica, Elvis Presley, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Quiksilver, Billabong, Sperry, Hunter, Ted Baker and more.
