Authentic reintroduces Sperry's boat shoes to UK market

Authentic Brands Group has entered a new partnership with UK distributor Gardiner Bros to reintroduce Sperry - the American footwear brand known inventing the iconic boat shoe - to consumers in the UK and Ireland.

The move marks a strategic step in Sperry’s global expansion, aiming to re-establish the brand in two key European markets. It comes after Authentic acquired the brand in January 2024. At the time, it named the ALDO Group as Sperry’s North American operating partner as well as the brand’s partner for footwear design, production and distribution globally.

Henry Stupp, President of Lifestyle & Entertainment, EMEIA at Authentic, said: "We’re proud to partner with Gardiners to introduce more consumers to Sperry’s storied heritage.

"With their deep expertise in distribution and strong retail relationships, Gardiner is the ideal partner to accelerate Sperry’s growth in these key markets, bringing signature styles, like the iconic original boat shoe, to a new generation of consumers."

Founded in 1935, Sperry is best known for pioneering the world’s first boat shoe and has become synonymous with coastal American style. In the UK and Ireland, the brand's full line-up - from its signature boat shoes to new launches - will be distributed by Gardiner Bros in physical retail channels and online at sperrytopsider.co.uk.

Ben Gardiner, Chief Product Officer at Gardiner Bros, said: "We’re excited to partner with Authentic on Sperry, the original and iconic boat shoe brand.

"Boat shoes are having a real resurgence, and we look forward to reintroducing timeless silhouettes alongside fresh new styles to customers in the UK and Ireland."

The partnership will focus on tapping into Sperry’s heritage appeal while also highlighting new seasonal collections designed for modern consumers. Gardiner Bros, a Gloucestershire-based family-run business with over 160 years of history, is well positioned to scale Sperry’s presence in the market.

Emma Jefferies, Head of Brand Marketing at Gardiner Bros, said: "With its rich history and growing cultural relevance, Sperry is a strong addition to our portfolio, and we’re excited to build on its success in these markets."