Outdoor Voices Expands to U.K. and Europe
Brand owner Consortium Brand Partners has tapped Focus Brands to lead its entry into the United Kingdom and European Union.
Updated on Nov. 2, 2026 in Business Strategy
Outdoor Voices has signed a deal with Focus Brands to expand into the United Kingdom and European Union, with development and distribution led by Focus Brands. The initial focus will be wholesale and e-commerce.
Why it matters
The move marks the second overseas region for the activewear brand after its recent expansion into Korea, China, and Southeast Asia. It reflects Consortium Brand Partners' strategy of pairing the brand with operating partners who can unlock its potential in global markets.
The U.K. and Europe expansion is Outdoor Voices' second overseas region after Asia, with the brand projected to surpass its prior global retail sales peak by the end of 2027. Deal financials and expected revenue figures have not been disclosed.
The players
Outdoor Voices
Outdoor Voices is an activewear brand founded in 2013 that began with women's apparel and has since expanded across several Asian markets.
Focus Brands
Focus Brands is a U.K.-based brand development and distribution platform that also holds licenses for Nautica, Ellesse, K-Swiss, Patrick, and Reebok.
Consortium Brand Partners
Consortium Brand Partners is the owner of Outdoor Voices and pairs its brands with operating partners to grow them in global markets.
Ty Haney
Ty Haney is the founder of Outdoor Voices who returned to the company after the Consortium acquisition.
The details
Focus Brands, a U.K.-based brand development and distribution platform, will use its existing wholesale relationships and e-commerce expertise to place Outdoor Voices with retailers and customers. Outdoor Voices, founded by Ty Haney in 2013 and originally focused on women's activewear, is owned by Consortium Brand Partners.
Timeline
2013: Ty Haney founds Outdoor Voices.
November 2, 2026: Deal with Focus Brands is announced.
End of 2027: Brand is projected to surpass its previous global retail sales peak.
Market Landscape
Outdoor Voices' U.K. and European move follows its earlier expansion into Korea, China, and Southeast Asia, extending a pattern of international growth built on licensing partnerships. The deal places the brand alongside Focus Brands' existing portfolio of licensed names such as Reebok and K-Swiss in a competitive European activewear market.
Shoppers in the United Kingdom and European Union can expect Outdoor Voices products to become available through wholesale retailers and online channels as the rollout develops. Pricing and specific product availability have not yet been announced.
The takeaway
Brands that expand internationally often rely on established local distributors to handle retail relationships, a model Outdoor Voices is now testing in Europe. Watch how the partnership performs against the company's stated 2027 sales target.
Further reading
Explore more coverage in Business Strategy for context on how brands pursue international growth.
Source note: This article includes information reported by WWD.
