Tretorn is an affordable luxury outdoor-lifestyle brand, established in 1891 by Henry Dunker in Helsingborg, Sweden. Tretorn offers rubber boots, footwear, outerwear, and riding boots for men, women and kids, and tennis equipment. Tretorn is available in department stores and specialty retailers across Europe, North America, and Japan. Authentic Brands Group, LLC (ABG), owner and manager of a global portfolio of iconic fashion, sports, celebrity and media brands, announced recently their completion of the purchase of Tretorn, the Sweden based, affordable luxury outdoor-lifestyle brand from sports company, PUMA. Tretorn joins ABG’s Sports & Lifestyle roster that boasts global powerhouse brands including Spyder, Prince, and Tapout.
“With a heritage that spans more than 120 years Tretorn has an inherent and global association with tennis and luxury, ” said Jamie Salter, Chairman and CEO, ABG. “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.”
What Next For Tretorn
ABG will execute a seamless transition with Tretorn’s existing management team, Tretorn Sweden who now assumes the role of master licensee in Europe and Scandinavia and will continue to be the global developer and supplier of rubber-based footwear.
“Tretorn shoes are iconic,” said Nick Woodhouse, President and CMO 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.”
ABG will implement a licensing strategy that preserves and leverages the authenticity of the Tretorn DNA. Emphasis will be on footwear, outerwear and tennis equipment for North America and Asia, which have been identified as key growth markets. ABG is in advanced discussions with a strategic licensing partner for North America to be announced in the near term. Retail distribution will remain in current channels including Specialty, Sporting Goods, and Department stores.
Tretorn pioneered the sport shoe with a long-lasting commitment to fusing functionality and style that led it to go beyond pure performance and secure a permanent place in fashion and pop-culture. Tretorn solidified its credibility in the fashion industry through collaborations linking its classic Canvas Nylite sneaker with a coveted list of designers and specialty retailers, including Comme des Garcons, Richard James, Acne, J Crew, H&M, and more.
photo credits Tretorn