Calling it a “landmark deal”, Authentic Brands Group didn’t disclose the price but said it now owns the controlling stake (that is, 51%) in “substantially all” Guess’s intellectual property with the remaining 49% owned by “the Guess rolling shareholders”. Those rolling shareholders are Maurice, Paul, and Nicolai Marciano as well as CEO Carlos Alberini and certain of their respective trusts, foundations and affiliates.
Authentic said that with $6 billion in global retail-equivalent sales, Guess becomes its second-largest brand, bringing its portfolio-wide annual retail sales to $38 billion globally. It’s not an uncomplicated deal and part of its includes Guess management owning 100% of the operating company. That team will continue to run it but with CEO Alberini saying that under the new ownership, the company “will have enhanced flexibility and additional resources to unlock new growth opportunities for our business on the path ahead”.
Authentic founder and boss Jamie Salter said: “What makes Guess compelling is the strength of the foundation already in place, from its exceptional leadership and iconic heritage to its vast network of licensing partners around the world. Guess? is one of the rare global brands that has built extraordinary awareness and continued to evolve while staying true to its DNA. The brand’s legacy and the perseverance behind it are a true credit to Paul, Maurice and the entire Guess team, and we’re honoured to partner with them to accelerate this next phase of growth.”
Paul Marciano said Guess is“a worldwide leader in fashion” . ”Joining Authentic’s outstanding platform, portfolio and track record of success will enable us to build on this incredible foundation and take our brand to the next level”. Matt Maddox, president of Authentic said Guess “will gain access to opportunities and environments where consumers have yet to experience the brand. This includes a scaled platform to support category and geographic expansion, studio-led content development and immersive live experiences that deepen consumer connection”
Guess’s operations in Switzerland will continue to serve as a central hub guiding the global strategic and commercial direction across design, creative and distribution. We’re told that “maintaining this link to the brand’s roots ensures continuity of Guess’s brand identity and cultural relevance as its legacy evolves and expands”.
GUESS Fall Winter 2025/26
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