Puma has sold Swedish footwear and outerwear brand Tretorn to Authentic Brands Group, owner of Juicy Couture.
The 120-year-old Tretorn brand has been owned by Puma since 2001. The details of the deal have not been disclosed.
ABG said it will focus on building Tretorn’s footwear, outerwear and tennis products for the US and Asia and is in “advanced discussions” with a strategic licensing partner for the US.
The Swedish Tretorn management team will acquire the operating license from AGB to run the business in Scandinavian and European markets.
Kering-owned Puma said the sale was “a natural consequence of Puma’s vision to become the fastest sports brand in the world” by focusing on its core brands Puma and Cobra Golf.
Tretorn joins ABG’s portfolio of 11 sports and lifestyle brands, including Juicy Couture and skiwear specialist Spyder.