Authentic Brands – Retail & Online Policy

Updated September 24th, 2024

Version 1.1

In our view, retail is and will remain a very important channel to purchase and experience our products/brands.

A balance between retail and e-commerce is crucial for healthy distribution.

Authentic Brands recognizes the importance of the Internet in generating sales and acting as a promotional tool for consumers during their purchasing process. In order to maintain a strong brand identity and provide the highest level of quality and service, we have established an Internet Sales Policy and a set of guidelines that govern how the brands and our products may be marketed over the Internet.

Internet sales policy

1. The retailer is free to sell the products through their own websites, provided they comply with the Authentic Brands and brand standards as described in the Brand Guidelines and the provisions of parts 1 and 7 of this Retail Policy.



2. Authentic Brands may at any time require the retailer to make changes or additions to the content of the retailer's website if Authentic Brands deems this necessary to ensure a user experience that is in line with the brand's expectations.

Website Standards

Sales of Authentic Brands products/brands on Internet sites must meet the following standards to ensure consumers have the best online brand experience, equal to or better than the offline experience.

A. Web Design - The overall look and feel, domain name, and content of the website must be appropriate to maintain the premium image of the brand. All branded landing pages must adhere to the brand guidelines and be approved by the brand/distribution team prior to going live. Using a brand name in a domain name is prohibited.

B. Product Assortment – The retailer offers a good assortment of products in different categories that reflect their activity profile. All product and size information should be provided and match that on the brand’s website.

C. Customer Service - The retailer must have a dedicated department to handle online queries and must comply with all necessary legal requirements to facilitate orders, including delivery details and returns handling. The customer must provide a telephone number and electronic communication option for consumers to contact. Telephone queries must be answered during regular business hours and emails the same business day. All complaints must be handled promptly and efficiently within two days of receipt of the complaint. To ensure a quick complaint/defect assessment, the retailer will use the Authentic Brands returns portal available in B2B for inspection and assessment.

D. Warranty - Any warranty information must be displayed where applicable, in accordance with brand guidelines and applicable EU law.

E. Merchandising/Display - Products must be clearly displayed and easily searchable, including but not limited to by activity type, product name, size, gender, category, and color.

F. Availability - The retailer must maintain sufficient stock to offer an appropriate assortment and the website must clearly state the available products and estimated delivery times, while clearly indicating which products/sizes are temporarily out of stock. Any product that is out of stock must be removed or invisible on the website.

G. Content - All content including logos, images, videos and product descriptions used in connection with the brand and products on the website must be of a quality and resolution consistent with the brand's standard. Content created by the brand is available via our media portal and may only be used in connection with the sale and promotion of the brand and products. All marketing materials provided by Authentic Brands are protected by copyright and the retailer is responsible for removing all content from websites, social media, etc. when Authentic Brands communicates the end of usability. All self-produced content must be approved by Authentic Brands and/or the brand before it goes live. Content and Media can be accessed with B2B Login via the link below https://shop.app4sales.net/authentic/login.html

H. Legal - It is the responsibility of the retailer to comply with all applicable laws and obligations. All data must be handled in full compliance with all applicable laws and regulations. Transactions must be processed via secure payment gateways with appropriate fraud prevention. The customer's website must clearly state the contact details, full company name, address and VAT/Tax number and Chamber of Commerce registration.

I. Cross-border sales - Although cross-border online sales are legally permitted in the EU, we kindly (but urgently) ask that you respect distribution limits and pricing.

Selling via 3rd parties such as platforms and marketplaces

In order to ensure a fair trading environment and premium brand positioning, the retailer is prohibited from using third party platforms or marketplaces for the sale or promotion of Authentic Brands products/brands. Any retailer violating this policy will be denied further sales and will no longer be authorized to sell online or through any other channel.

While marketplaces are not part of Authentic Brands' strategy, Authentic Brands reserves the right to sell select products through marketplaces where applicable when this policy is imposed by the brand.

Examples of platforms, such as but not limited to: Bol.com, Amazon, Miinto, Decathlon, Zalando, Sarenza, About You, Obelink.

Authentic Brands Guidelines

1. The retailer acknowledges the selective premium distribution and brand positioning of Authentic Brands and agrees to respect this at all times.

2. The retailer will endeavor to display all Authentic Brands products/point-of-sale (POS) in a prominent and appropriate manner, both online and in-store.

3. If and when provided, the retailer agrees to use the official brand display/point of sale material and not to use it for other brands.

4. Official brand display materials are the property of Authentic Brands and will be used by the retailer for as long as the brand is marketed by Authentic Brands and is the active distributor. They must be returned when the retailer is no longer actively selling.

5. The retailer agrees to use the official brand guidelines and content of Authentic Brands, available via the media assets portal. Accessible via B2B Login.

6. The retailer agrees to allow its personnel to improve product knowledge by participating in product training organized by Authentic Brands, either in-store or via video training, available in B2B.

7. Retailer agrees to seek prior approval from Authentic Brands for the use of Retailer's brand name in paid advertising and searches such as but not limited to Google, Facebook, etc. Only officially approved brand imagery as provided by Authentic Brands may be used.

8. By accepting our deliveries, the retailer automatically agrees to the Authentic Brands general terms and conditions and this Internet Policy, which are provided with your order confirmation and accessible in the B2B portal.

Authentic Brands reserves the right to change this policy from time to time.