Authentic Brands Group has strengthened its partnership with Shanghai Huizhong Technology, or HiMaxx, naming the company as the operating partner for its denim brand Lee across Greater China.

Under the agreement, HiMaxx will oversee Lee’s product development, sourcing, retail and wholesale distribution in mainland China, Hong Kong and Macau.

The company already operates a portfolio of international brands in the region, including Cole Haan, Geox, Brooks Brothers, Reebok, Nautica and Spyder.

The appointment is part of Authentic’s broader strategy of working with regional operators to drive growth for its brands in key markets. HiMaxx joins One Jeanswear Group in North America and Experience Group in Europe as part of Lee’s global operating network.

“Through Authentic’s platform and HiMaxx’s regional expertise, the partnership is positioned to accelerate Lee’s growth by expanding the brand’s reach across product categories, retail channels and consumer touchpoints,” said Wesley Chu, president, Asia-Pacific at Authentic. 

The move follows Authentic’s appointment of HiMaxx as the operating partner for Nautica and Spyder in China just weeks earlier, further expanding the company’s role in managing Authentic’s brand portfolio in the market.