Outdoor Voices Signs Deal to Expand in U.K., Europe

by · WWD
Outdoor Voices was founded by Ty Haney in 2013.Courtesy

Outdoor Voices is taking its show on the road.

The active-lifestyle brand owned by Consortium Brand Partners is partnering with Focus Brands to expand to the United Kingdom and European Union. This marks the second overseas region for Outdoor Voices following its recent move into Korea, China and Southeast Asia and reflects Consortium’s goal to establish it as a global brand.

Under the terms of the deal, Focus Brands will lead the development and distribution of Outdoor Voices across the U.K. and Europe, initially focusing on wholesale and e-commerce.

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“Outdoor Voices has an incredibly compelling brand identity and a philosophy that resonates well beyond its home market,” said Michael DeVirgilio, founding partner of Consortium Brand Partners. “Our strategy has been to pair the brand’s unique positioning with exceptional operating partners who can unlock its potential in markets around the world. With continued growth in the United States, our recent expansion across Asia and now this partnership with Focus Brands, Outdoor Voices is on a trajectory to surpass its previous peak in global retail sales by the end of 2027. And we’re just getting started.”

Founded by Ty Haney in 2013, Outdoor Voices got its start in women’s activewear and celebrated being active in all shapes and forms. Its motto is “Doing Things.”

“Outdoor Voices was built on a simple idea: that movement should be fun, accessible and something that brings people together,” said Haney, who returned to Outdoor Voices after the Consortium acquisition. “It’s exciting to see that original spirit continue to find new audiences around the world. The opportunity to bring Outdoor Voices to communities across the U.K. and Europe is a natural extension of what we set out to create — a brand that inspires people everywhere to get out and Do Things.”

Focus Brands is a U.K.-based brand development and distribution platform whose other licenses include Nautica, Ellesse, K-Swiss, Patrick and Reebok.

“We see a real opportunity to build Outdoor Voices the right way: staying true to what makes it distinctive, while using our established wholesale relationships and e-commerce expertise to put it in front of the right retailers and the right customers,” said Richard Marshal, managing director of Focus Brands.