Lee Restructures Premium Distribution with Italian Agency Slam Jam
Milaan, vrijdag, 27 juni 2025.
Lee, the denim brand of Kontoor Group, has made a strategic decision for its heritage Lee 101 collection. From the spring-summer season 2026, the Italian agency Slam Jam will be responsible for full European distribution. This step is part of Lee’s broader ‘Jeanius’ plan to optimise brand development after a 6% revenue decline in 2024. By collaborating with Slam Jam, a renowned distributor in street and heritage fashion, Lee aims to strengthen its premium segment and implement a more targeted distribution strategy that responds to the demand for authentic brand experience.
Lee’s Strategic Distribution Review
The American denim brand Lee, part of Kontoor Brands, has made a significant strategic decision for its premium Lee 101 collection. From the spring-summer season 2026, the Italian agency Slam Jam will be responsible for full distribution in Europe, the Middle East, and Africa [1][2].
Background of Company Performance
The decision comes at a time when Kontoor Brands is restructuring its organisation within the ‘Jeanius’ strategic plan. In 2024, global sales declined by 6 percent to 2.5 billion dollars, of which 791 million was for the Lee brand. The beginning of 2025 confirmed this downward trend with a further decline of 9 percent in the first quarter [3].
Strategic Distribution Partner
Slam Jam, founded in 1989 in Ferrara by Luca Benini, is a renowned distributor in the street and heritage fashion sector. The company is considered a leading player in selective retail distribution [1][2].
Objectives of the Collaboration
By collaborating with Slam Jam, Lee aims to achieve a targeted redistribution of its Lee 101 line. The brand wants to strengthen its presence in a selective distribution channel and adjust its product message to markets that value authenticity and textile expertise [3].