Authentic Brands Group expands digital reach with Luzern partnership

The partnership grants Authentic’s network of brand operators and licensees direct access to specialized marketplace strategies, retail media, and digital commerce execution. These solutions will support operations on major European platforms including Amazon, Zalando, OTTO, About You, Allegro, and TikTok Shop.

Tim Derner, Global Head of Marketplaces at Authentic, noted that the decision follows Luzern’s performance in growing Reebok’s footprint, which validated the potential for a wider rollout. Keith Elliott, Chief Commercial Officer at Luzern, stated that the firm is prepared to accelerate growth across the broader portfolio by providing the necessary digital expertise to strengthen brand visibility in a competitive online retail environment.