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Eddie Bauer Updates Its Image

Specialty retailer also plans overseas expansion and more focus on wholesale




Eddie Bauer (Bellevue, Wash.) is rolling out a new brand typeface and logo over the next year, brand owner Authentic Brands Group said in an email to The 100-year-old outdoor apparel retailer, which runs more than 250 stores in North America, is also embarking on what it described as a “massive global expansion” and an increased emphasis on wholesale.

Both strategies are familiar for Authentic-owned brands, RetailDive notes. The platform, which so far this year has added Rockport, Hunter Boots and Boardriders to its stable, has long emphasized global expansion as a pathway to growth. Similarly, wholesale is another growth vehicle for Eddie Bauer that has emerged since its intellectual property was taken over by Authentic in 2021. For example, Eddie Bauer merchandise is now found at Kohl’s and J.C. Penney stores.

The two tactics are also familiar to Eddie Bauer CEO Tim Bantle, the online news service noted. Bantle arrived a year ago from VF Corp., an apparel conglomerate that operates worldwide and has major wholesale operations.

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