Eddie Bauer taps Oved to lead North American e-commerce and wholesale

Authentic Brands Group has expanded its partnership with longtime Eddie Bauer licensee Outdoor 5 (Oved) to accelerate the outdoor brand’s digital and wholesale growth across North America.

Under the new agreement, Oved will assume responsibility for Eddie Bauer’s e-commerce and wholesale operations, as well as design and product development in the United States and Canada. The move reflects a strategic push to build on Eddie Bauer’s established online presence and engaged community of outdoor enthusiasts.

Catalyst Brands will continue to operate Eddie Bauer’s retail and outlet stores across North America. The structure is designed to align Oved’s strengths in wholesale and e-commerce with Catalyst’s retail expertise.

“Our relationship with Oved has been built on trust, shared vision, and operational excellence,” said Jarrod Weber, global president, sports and lifestyle at Authentic, owner of the Eddie Bauer brand. 

“This next chapter aligns Eddie Bauer with a partner with expertise in the outdoor space, while allowing Catalyst to focus on its successful lifestyle portfolio. Together, we’re setting the brand up for long-term, sustainable growth.” 

Oved brings expertise in outdoor and performance apparel, and has played a key role in Eddie Bauer’s development for more than 20 years.

“We are thrilled to expand our partnership with Authentic and take on this exciting new role with Eddie Bauer,” said David Oved, CEO of Outdoor 5 (Oved).

“Eddie Bauer’s legacy of quality, performance, and adventure is unmatched, grounded in a century-long commitment to creating products that inspire confidence, comfort, and a genuine connection to the outdoors. We see tremendous opportunity to meet consumers where they are – shopping online and through leading multi-brand retailers, by enhancing the brand’s reach, growing its digital footprint, and delivering exceptional products across the market.”