Eddie Bauer shifts to digital-first strategy amidst retail bankruptcy filing

Iconic American outdoor brand Eddie Bauer has entered a transformative period characterized by a strategic bifurcation of its business model. While the brand’s intellectual property (IP) owner, Authentic Brands Group (Authentic), accelerates a high-performance digital and wholesale strategy, the company’s North American retail operator has filed for Chapter 11 bankruptcy protection.

The move marks a definitive shift toward a capital-light, digital-first model for the century-old brand, as it seeks to reclaim its position as a technical innovator in the outdoor sector.

Return to technical roots with First Ascent

Central to the brand's revitalization is the relaunch of First Ascent, Eddie Bauer’s elite performance-tested line. The Spring 2026 campaign signals a return to the brand’s technical DNA, focusing on advanced features such as waterproofing, taped seams, and wind resistance.

“Our focus is on Eddie Bauer's roots in the outdoors while expanding its digital and wholesale reach to meet adventure-seeking consumers wherever they choose to shop,” said David Brooks, executive vice president of action and outdoor sports, lifestyle at Authentic.

The strategy aims to bridge the gap between the brand's historical heritage—including the 1940 patent of the first quilted down jacket—and the modern technical requirements of the 'gorpcore' and performance markets. By offloading the high-overhead retail fleet, Authentic and Outdoor 5 intend to focus investment on product innovation and global multi-channel distribution.

Strategic expansion of Outdoor 5 partnership

Crucially, the bankruptcy filing is limited to the store-operating entity and does not impact Eddie Bauer’s e-commerce, wholesale, or international operations. These functions were recently transitioned to Outdoor 5, a long-standing licensing partner with specialized expertise in technical apparel.

Under this expanded partnership, Outdoor 5 now leads design, product development, and digital operations for the brand in the US and Canada. This transition is intended to shield the brand’s primary growth engines from the retail restructuring while leveraging a more efficient supply chain.