Authentic Brands Launches Online Shop Amid Reports of IPO Talk
The online marketplace, found at authentic.com, is stocked with a handful of Authentic Brands labels and lets shoppers peruse product by categories, ranging from apparel and accessories to beauty and home. When a customer clicks on a specific SKU, they’re redirected to the individual brand’s online store to complete their purchase.
Authentic.com also allows for shoppers to conduct image searches, which return results of similar items available on the site.
In addition to Volcom and Spyder, other brands listed on Authentic include Forever 21, Brooks Brothers, Eddie Bauer, Reebok, and Lucky Brand.
Authentic.com is also tied to a new Authentic Membership program, which gives shoppers 10% off their purchases and free shipping when they shop from participating brands. The membership costs $5 a month.
So far, Authentic Brands’ Juicy Couture, Frye, and Frederick’s of Hollywood have the membership integrated on their sites and available for members to obtain the discount. However, the plan is to add more brands and also bring the discount program to physical stores, the company said on its site.
Authentic did not respond to specific questions on whether all of Authentic’s brands will eventually end up on the site or how the assortment for each brand is being selected.
The company closed on its purchase of the Boardriders group in September and has been in the process of integrating those brands into its business and licensing model.
The brand management company has quickly expanded its brand portfolio over the years through acquisitions, most recently snapping up Sperry in January and is reportedly eyeing a bid for Topshop this year.
Salter: IPO Potentially on Horizon
Authentic founder and CEO Jamie Salter made waves last month during the ICR conference in Orlando when he reportedly said it was likely Authentic will be public in the next 12 to 18 months. Authentic considered going public in 2021 but withdrew its IPO filing the following year.
“Or, we have to sell to someone like an Amazon or a Disney or maybe Shein one day, if they really go public and get this crazy valuation,” Retail Dive reported Salter saying at ICR.
Shein, the fast-growing, fast-fashion e-tailer, has itself been the subject of IPO chatter and owns a one-third stake in Authentic and Simon Property Group’s joint venture, SPARC Group.
“Bigger is better, globally is better – this is the company’s mandate,” Salter told U.K. apparel trade publication Drapers last month.