Authentic Brands Group Acquires Majority Stake in Drake's OVO Brand, Tapping Vince Holding for Global Retail Expansion

Authentic Brands Group (ABG), a prominent global brand management and marketing company, has officially acquired a 51% majority stake in the intellectual property of October's Very Own (OVO), the influential lifestyle brand co-founded by Canadian rapper Aubrey "Drake" Graham. This significant transaction positions ABG as the controlling shareholder, aiming to leverage its extensive expertise in brand scaling and global market penetration to propel OVO's growth. Drake, a central figure in the brand's identity and creative direction, will retain a substantial 44% ownership stake, ensuring his continued influence and vision for OVO. Complementing this partnership, Vince Holding Corp., a diversified apparel manufacturer and marketer known for brands like Vince, Rebecca Taylor, and Parker, has entered the agreement as OVO's core global apparel and retail licensee. Vince Holding will acquire a 5% ownership share in OVO and, crucially, will assume operational responsibility for the brand's global production, merchandising, logistics, and back-of-house operations.

Founded in 2008 in Toronto by Drake, alongside his long-time collaborators Oliver El-Khatib and Noah "40" Shebib, OVO has evolved from its roots in music and streetwear culture into a recognized global lifestyle brand. The label currently operates 12 standalone retail stores strategically located across Canada, the United States, and the United Kingdom, serving as key touchpoints for its dedicated customer base. Under the new ownership structure, OVO's creative and design teams will remain based in its Toronto headquarters, preserving the brand's authentic aesthetic and cultural connection. This strategic division of labor allows ABG to focus on brand strategy and expansion, Drake to maintain creative oversight, and Vince Holding to manage the operational complexities of a growing global retail and apparel business.

The primary objective of this strategic alliance is to accelerate OVO's expansion within the highly competitive global streetwear and lifestyle market. Vince Holding Corp. has outlined a clear roadmap for bolstering OVO's retail footprint, with a particular focus on the United States. Plans include the opening of three new OVO retail locations in key U.S. markets within the upcoming year, a move designed to increase brand visibility and accessibility. Following this initial retail expansion, OVO is slated to be introduced into major wholesale accounts, with this significant rollout scheduled to commence in 2027. This phased approach signifies a deliberate strategy to build brand momentum and establish a robust presence across diverse sales channels, ultimately aiming to solidify OVO's position as a leading global lifestyle brand.