Authentic and Oved Announce Expanded Partnership to Grow Eddie Bauer’s E-Commerce and Wholesale Business

Authentic Brands Group (Authentic), a global brand development and licensing platform, today announced an expanded partnership with longtime Eddie Bauer licensee Outdoor 5, LLC (Oved) to assume responsibility of the brand’s e-commerce and wholesale operations, as well as design and product development in the United States and Canada. The strategic focus on digital growth builds on Eddie Bauer’s strong online footprint and its community of explorers, who come together across its platforms to share and seek new adventures. 

Catalyst Brands will continue to operate Eddie Bauer’s retail and outlet stores across North America. By leveraging Oved’s strength in wholesale and e-commerce operations alongside Catalyst’s retail expertise, the partnership creates a unified strategy designed to deliver the strongest brand expression and best possible consumer experience across every channel.

“Our relationship with Oved has been built on trust, shared vision, and operational excellence,” said Jarrod Weber, Global President, Sports & Lifestyle at Authentic, owner of the Eddie Bauer brand. “This next chapter aligns Eddie Bauer with a partner with expertise in the outdoor space, while allowing Catalyst to focus on its successful lifestyle portfolio. Together, we’re setting the brand up for long-term, sustainable growth.”

Eddie Bauer, one of the most enduring and trusted names in outdoor lifestyle and performance apparel with a global footprint. Through this partnership, Eddie Bauer is poised for growth worldwide, while staying true to its core outdoor heritage.

A longtime partner of the brand for more than two decades, Outdoor 5, LLC (Oved) brings expertise in outdoor and performance apparel. With renewed energy around the brand, growing consumer demand, and strong alignment across partners, Eddie Bauer is reaffirming its place as a leader in performance, innovation, and adventure.

“We are thrilled to expand our partnership with Authentic and take on this exciting new role with Eddie Bauer,” said David Oved, CEO of Outdoor 5, LLC (Oved). “Eddie Bauer’s legacy of quality, performance, and adventure is unmatched, grounded in a century-long commitment to creating products that inspire confidence, comfort, and a genuine connection to the outdoors. We see tremendous opportunity to meet consumers where they are - shopping online and through leading multi-brand retailers, by enhancing the brand’s reach, growing its digital footprint, and delivering exceptional products across the market.”

About Eddie Bauer

For more than 100 years, outdoor brand Eddie Bauer has been inspiring, enabling, and empowering people to live their adventure with products that are built to last. Their performance outerwear, apparel, footwear, accessories, and gear are available at eddiebauer.com in the U.S., Canada, Germany, Japan, and other international markets.