Outdoor Voices expands into UK and Europe with Focus Brands

Outdoor Voices has partnered with UK-based Focus Brands to expand across the United Kingdom and European Union, initially through wholesale and e-commerce.

The deal follows the American active-lifestyle brand’s recent expansion into Korea, China and Southeast Asia under owner Consortium Brand Partners (CBP). Focus Brands, whose partnerships include Nautica, ellesse, K-Swiss, Patrick and Reebok, will lead development and distribution in the region.

“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, in a statement. “Our strategy has been to pair the brand’s unique positioning with exceptional operating partners who can unlock its potential in markets around the world. 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.”

Founded in 2013, Outdoor Voices built its following on a recreation-first “Doing Things” philosophy rather than performance or competition. The brand was acquired by Consortium Brand Partners in May 2024.

“Outdoor Voices was built on a simple idea: that movement should be fun, accessible and something that brings people together,” said founder Tyler Haney. “It’s exciting to see that original spirit continue to find new audiences around the world. The opportunity to bring Outdoor Voices to communities across the UK 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.”

Focus Brands is a UK-based brand development and distribution platform with brand partnerships including Nautica, ellesse, K-Swiss, Patrick and Reebok. Richard Marshal, managing director of the British company, said he sees "a real opportunity to build Outdoor Voices the right way" in Europe.

"Our team has done this with some of the biggest names in sportswear and lifestyle, and we can’t wait to get the UK and Europe Doing Things with Outdoor Voices,” Marshal said.