Authentic now owns 51% of Guess’s intellectual property. Paul and Maurice Marciano, who co-founded the company in 1981 alongside Nicolai Marciano and Guess CEO Carlos Alberini, will retain ownership of the remaining 49%, as well as full control of the company’s operations. There are no plans to change the brand’s leadership.

Through this deal, Guess, which generated 6 billion US dollars in global retail sales, became the second-largest brand within Authentic's portfolio, raising the group’s total annual global retail sales to 38 billion US dollars.

“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,” said Jamie Salter, Founder, Chairman and CEO of Authentic.

He continued: “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 honored to partner with them to accelerate this next phase of growth”.

Matt Maddox, president of Authentic, said that the acquisition would enable the brand to expand into new markets and categories by leveraging the group’s brand-building platform. This platform is supported by scaled infrastructure, content development, and immersive consumer experiences.

“We see significant potential to enhance the customer experience, strengthen our brand partnerships and elevate our industry leadership in this new chapter as a private company With Authentic’s support, Guess? will have enhanced flexibility and additional resources to unlock new growth opportunities for our business on the path ahead”, commented Carlos Alberini, Guess? Chief Executive Officer.