Outdoor Voices Taps Focus Brands for Europe
Wholesale buyers and e-commerce operators in the U.K. and Europe will see the brand placed through an established distribution platform.
Updated on Nov. 2, 2026 in Business Strategy
Outdoor Voices has signed a deal with Focus Brands to lead development and distribution of the activewear brand across the United Kingdom and European Union, starting with wholesale and e-commerce. The agreement is the brand's second overseas expansion after its recent entry into Korea, China, and Southeast Asia, and matters for brand licensors and wholesale partners looking at European distribution.
Why it matters
Owner Consortium Brand Partners says it pairs the brand with operating partners who can unlock its potential in global markets, and Focus Brands is bringing existing wholesale relationships and e-commerce expertise rather than the brand building its own European operation. For operators, this shows a common model: a brand owner handing overseas distribution to a specialist platform with an established licensing portfolio.
The only hard figure is a projection that Outdoor Voices will pass its prior global retail sales peak by the end of 2027, with no baseline revenue disclosed. The U.K. and Europe are the brand's second overseas region, following its recent entry into Korea, China, and Southeast Asia.
The players
Outdoor Voices
A women's activewear brand founded in 2013 that is now owned by Consortium Brand Partners and expanding internationally.
Focus Brands
A U.K.-based brand development and distribution platform that licenses Nautica, Ellesse, K-Swiss, Patrick, and Reebok.
Consortium Brand Partners
The owner of Outdoor Voices, which pairs its brands with operating partners to build them in global markets.
The details
Under the agreement, Focus Brands will lead development and distribution of Outdoor Voices across the U.K. and Europe, starting with wholesale and e-commerce. Focus Brands will use its established wholesale relationships to place the brand with retailers and its e-commerce expertise to reach customers directly. Focus Brands already licenses Nautica, Ellesse, K-Swiss, Patrick, and Reebok, so the partnership adds a women's activewear label to an existing multi-brand distribution platform. The brand was founded by Ty Haney in 2013 as a women's activewear label, and Haney has since returned to the company following the Consortium acquisition.
Timeline
2013: Ty Haney founds Outdoor Voices.
November 2, 2026: Deal with Focus Brands is announced.
End of 2027: Outdoor Voices is projected to surpass its previous global retail sales peak.
Market Landscape
The deal follows a licensing-and-distribution pattern in which brand owners hand overseas markets to specialist platforms, as Focus Brands does with its existing portfolio. Outdoor Voices' expansion into the U.K. and Europe comes after its entry into Korea, China, and Southeast Asia, placing Europe as the brand's second overseas region.
Wholesale buyers and e-commerce operators in the U.K. and Europe should expect Outdoor Voices to be placed through Focus Brands' retail channels as the rollout begins. Businesses that compete in women's activewear in those markets should watch how quickly the brand builds distribution.
The takeaway
Brand owners entering new regions can outsource distribution to a platform with existing retailer relationships, shortening time to market. Operators in women's activewear should track Outdoor Voices' U.K. and European wholesale placements as a signal of how quickly the partnership model scales.
Further reading
For context on how brands expand abroad through partners rather than their own operations, explore our Business Strategy coverage.
