Outdoor Voices Taps Focus Brands to Enter U.K. and Europe

Outdoor Voices has signed Focus Brands to develop and distribute the activewear label across the United Kingdom and European Union, marking the brand's second overseas region after its recent entry into Korea, China and Southeast Asia.

Under the deal, the U.K.-based licensing platform Focus Brands will lead development and distribution across the U.K. and Europe, initially through wholesale and e-commerce channels. Owner Consortium Brand Partners framed the agreement as the next step in a stated goal of building Outdoor Voices into a global brand.

What does the deal cover?

Focus Brands, a U.K. brand development and distribution platform, holds licenses for Nautica, Ellesse, K-Swiss, Patrick and Reebek [sic — Reebok]. Managing director Richard Marshal said the company will lean on existing wholesale relationships and e-commerce expertise to place Outdoor Voices with the right retailers and customers.

"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," Marshal said.

Who owns the brand, and who pays for growth?

Consortium Brand Partners owns Outdoor Voices following its acquisition of the label, which Ty Haney founded in 2013 in women's activewear. Haney returned to the company after the Consortium acquisition. The brand's motto is "Doing Things."

The deal follows a licensing model rather than direct retail investment, shifting market-entry cost and channel building to a local operator with existing European wholesale infrastructure.

What is the commercial target?

Consortium has set a concrete benchmark: it expects Outdoor Voices to surpass its previous peak in global retail sales by the end of 2027. That projection rests on three legs — continued growth in the United States, the recent Asia expansion across Korea, China and Southeast Asia, and now the Focus Brands partnership.

"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. "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."

How did the founder frame the move?

Haney positioned the European push as an extension of the brand's founding premise rather than a pivot.

"Outdoor Voices was built on a simple idea: that movement should be fun, accessible and something that brings people together," Haney said. "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."

What comes next?

The partnership begins with wholesale and e-commerce, leaving dedicated European retail as an open option should initial distribution gain traction. With the 2027 sales benchmark now on the record, suppliers and wholesale buyers across the U.K. and EU can expect Outdoor Voices product to reach their markets through Focus Brands' existing retail network in the near term.