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Apex Global Brands Appoints WP Brands as Newest Licensing Agency

Apex Global Brands, a global brand ownership and marketing organization that manages, creates and elevates a growing portfolio of high-equity lifestyle brands is proud to appoint WP Brands as its newest licensing agent for Australia and New Zealand.


Together with WP Brands, APEX will expand its distribution by adding additional licensees and distribution partners in both markets for multiple brands within its portfolio, including:

  • HI-TEC® – European-founded outdoor crossover brand offering footwear, apparel and accessories since 1974; WP Brands will focus on apparel and accessories
  • Magnum® – a global supplier of military, workwear and service-industry footwear, apparel and accessories with a 37-year legacy; WP Brands will focus on apparel and accessories
  • Cherokee® – ‘All-American’ apparel, accessories and footwear for the entire family; and
  • Tony Hawk® – apparel and accessories that are true to skateboard culture, pioneered by Tony Hawk

Henry Stupp, Chief Executive Officer of Apex Global Brands said, “As a global company, working with like-minded licensing partners is key for APEX. WP Brands has shown that they can be both innovative and strategic in ways that will identify additional licensing partners to our growing business across Australia and New Zealand while also working with existing licensees and distributors and coordinating our retail business expansion efforts.”

Lim Mi-Kyoung, Managing Director of WP Brands said, “We have been big fans of these brands for many years and we are absolutely thrilled to be part of the APEX family. Their expertise and deep knowledge of the apparel and accessories business is the foundation of a solid partnership that will also create a strong and unique brand presence in our markets, Australia and New Zealand.”