Guess
- Company typePrivate
- Founded1981
- HeadquartersLos Angeles, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Guess does
GUESS is a global multi-channel fashion retailer founded in 1981 in Los Angeles, selling denim-led apparel, footwear, accessories, and lifestyle products for men, women, and children through the GUESS, Marciano, GUESS Kids, GUESS Factory, GUESS Jeans, and acquired rag & bone brands. The company operates 1,500+ retail stores across approximately 100 countries, complemented by direct-to-consumer e-commerce on guess.com, wholesale distribution through department and specialty stores, duty-free/travel retail, and exclusive category licenses with Interparfums (fragrance through 2048), Marcolin (eyewear through 2040), and Timex/Sequel (watches). Revenue is generated through one-time retail and wholesale transactions plus licensing royalties, with payment options including Klarna, Apple Pay, Google Pay, and PayPal.
The technology stack increasingly embeds AI across retail operations: a MicroStrategy-powered natural-language analytics chatbot democratizes data access, Microsoft AI agent templates automate personalized shopping, catalog enrichment, and store operations, and Matterport digital twins are used for layout optimization and customer-flow analysis. Following the January 2026 take-private by Authentic Brands Group for ~$1.4 billion, GUESS is now ABG's second-largest brand within a $38 billion portfolio, with strategic direction centered in Lugano, Switzerland; the company is concurrently exiting mainland China and restructuring its LA headquarters. Q3 FY26 revenue reached $791.4 million (+7% YoY), and stock returned 47.4% over the six months preceding the deal. Customer engagement is driven by celebrity ambassadors (Hyunjin of Stray Kids, Chiara Ferragni, Leni Klum, Verdy) and experiential campaigns such as Coachella activations and the 45th anniversary "One World, One Brand" conference in Marrakesh.
Guess firmographics
Firmographics- Name
- Guess
- Legal name
- Guess?, LLC
- Website
- https://guess.com
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Guess industry classification
Industry- Product category
- Fashion Apparel and Accessories Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Mid-Tier Department Stores (Apparel-Led) (CRAGACAB)
Keywords
Where Guess is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Guess business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Retail Store Sales: Revenue from owned retail store operations selling apparel, accessories, denim, and related products directly to consumers globally.
- E-commerce Sales: Direct-to-consumer online sales through guess.com and regional websites, offering full product catalog with shipping and fulfillment.
- Licensing Royalties: Licensing partnerships including fragrance license with Interparfums (extended to 2048), eyewear with Marcolin (30+ year partnership), watches with Timex Group/Sequel, and other brand extensions generating royalty income.
- rag & bone Brand Operations: Following acquisition of Rag & Bone operating assets, Guess generates revenue from the premium fashion brand's 36 stores and ~$250M in annual sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard shipping $9.00 US |
| Unit Pricing | Pay-as-you-go | Second Day shipping $14.95 US |
| Unit Pricing | Pay-as-you-go | Next Day shipping $26.95 US |
| Unit Pricing | Pay-as-you-go | Free shipping over $95 |
| Other | Pay-as-you-go | Recycling discount 15% off |
| Other | Pay-as-you-go | Price adjustment policy |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels13 records
Guess product offering
Product offeringCore offering
Guess is a global fashion and lifestyle company that designs, distributes, and sells denim-led apparel, footwear, accessories, handbags, and eyewear under the GUESS, GUESS Jeans, Marciano, GUESS Kids, GUESS Factory, and rag & bone brands. Products reach consumers through more than 1,500 owned retail stores in approximately 100 countries, the guess.com e-commerce platform, and wholesale channels, with additional royalty revenue from long-term licensing partnerships covering fragrances (Interparfums), eyewear (Marcolin), and watches (Timex/Sequel).
Product overview
GUESS operates as a diversified fashion and lifestyle company with a multi-brand portfolio. The core GUESS brand offers apparel, accessories, footwear, and denim for men, women, and kids across multiple lines including the premium Marciano sub-brand and GUESS Kids. Licensed product lines include GUESS Fragrances (through Interparfums through 2048) and GUESS Watches. The company has expanded into sustainable denim with GUESS Jeans (launched 2024) and acquired premium brand rag & bone. Additional offerings include the Marilyn Monroe limited-edition collection and GUESS Factory outlet brand. The portfolio spans 1,500+ retail stores globally with distribution across approximately 100 countries.
Differentiator
Problem solved
Functional benefit
Brands
- Marciano: Premium collection featuring luxury apparel and accessories for women
- GUESS Kids
- GUESS Factory
- GUESS Jeans
Products and services
- GUESS (Core Brand) Main fashion and lifestyle brand offering apparel, accessories, footwear, bags, and sunglasses for men, women, and kids. Core product lines include jeans, clothing, athleisure, shoes, and accessories.
- GUESS Jeans Sustainable-focused denim sub-brand offering premium denim, streetwear, collaborations (including GUESS Jeans x Minions), and flagship retail locations.
- Marciano by GUESS Premium fashion line offering elevated women's apparel and accessories with luxury looks, including summer selections and the Marciano by GUESS collection.
- GUESS Kids Children's apparel line offering fashion for kids, mirroring the adult GUESS aesthetic.
- GUESS Factory Outlet brand offering discounted GUESS merchandise at value-oriented price points through GUESSFactory.com.
- rag & bone Premium fashion brand acquired by Guess Inc. operating assets and WHP Global IP joint venture, offering premium apparel and accessories across 36 global boutiques and rag-bone.com.
- GUESS Fragrances Fragrance collection licensed through Interparfums Inc., with launches including Bella Vita, Uomo, and the Iconic fragrance line, distributed globally by Interparfums under exclusive license through 2048.
- GUESS Watches Watch collection featuring timepieces across multiple styles, including Pride Capsule Collections with rainbow-themed designs and social responsibility initiatives with The Trevor Project.
- Marilyn Collection Limited-edition apparel and accessories collection celebrating Marilyn Monroe's legacy, launched for her 100th birthday anniversary.
- GUESS Accessories Accessories category including sunglasses, handbags (e.g., Camden Bag), and related items sold across GUESS stores and e-commerce.
Quantifiable outcome
- Q3 FY26 revenue increased 7% to $791.4 million, beating analyst estimates
- +3 more outcomes
Companies that use Guess
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles1 record
Guess technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability8 records
Feature3 records
Guess partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor, flagship and core.
- TripleLift and StackAdaptminorGUESS Fragrances partnered with TripleLift and StackAdapt for native video advertising campaign during NFL playoffs and Big Game season. Campaign achieved CPM of €3.73, video completion rates 6 percentage points above benchmark, and 0.20% click-through rate.
- The Trevor ProjectminorGUESS Watches launched Pride Capsule Collection with $25,000 donation to The Trevor Project, continuing six-year partnership. Nonprofit provides suicide prevention and crisis support for LGBTQ+ youth.
- Hyunjin of Stray KidsflagshipHyunjin of Stray Kids appointed Global Brand Ambassador for GUESS JEANS, launching worldwide campaign promoting GUESS denim collection. Appointment aligns with brand's strategy to expand global presence and evoke modern heritage vibe through denim and cultural influence.
- Chiara FerragniflagshipChiara Ferragni named new face of GUESS Spring 2026 global campaign, photographed by Morelli Brothers. Campaign bridges GUESS heritage with modern, social-first approach, featuring new Camden Bag as standout accessory. Second collaboration with GUESS, nearly 13 years after first partnership.
- MicrosoftcoreGUESS implemented Microsoft AI agent templates for retail including personalized shopping, catalog enrichment, and store operations. Using Microsoft Foundry, Azure OpenAI, and Microsoft Fabric to automate workflows and improve customer experiences. Part of Microsoft's early adopter program for agentic retail solutions.
- SuperCircleminorSuperCircle textile waste management platform partnership with GUESS. AI-powered sortation routes textiles to reuse and recycling streams. GUESS is one of 75+ brand partners including J.Crew, Reformation, and Parachute Home.
- VerdycoreJapanese streetwear artist Verdy officially named Brand Ambassador for Guess Jeans by Nicolai Marciano. Previously collaborated since 2023 on projects in Paris and Osaka. Will serve as creative leader during Guess Jeans expansion including flagship store openings in Tokyo and Los Angeles.
- Homeboy RecyclingminorGUESS launched national in-store recycling program with Homeboy Recycling, a certified R2 and B Corp social enterprise. Customers can bring 5+ clothing items of any brand for 15% discount. Homeboy Recycling employs people re-entering workforce after incarceration.
- WHP GlobalcoreGUESS and WHP Global agreed to acquire Rag & Bone, with GUESS purchasing all operating assets and joint venture acquiring intellectual property. Rag & Bone had $250 million in annual sales and approximately 36 stores globally.
Scale indicators9 records
Recent moves8 records
Expansion highlights5 records
Guess competitors and assessment
Company assessmentDirect peers
- Levi Strauss & Co. Heritage denim brand with global retail and wholesale distribution. Direct comparable to Guess given shared denim roots, multi-brand portfolio, and similar mid-tier price positioning across men's, women's, and kids.
- American Eagle Outfitters: Specialty apparel retailer operating American Eagle and Aerie mall-based chains. Closely comparable to Guess in target demographic (teens/young adults), mall-channel presence, and accessible price-point fashion assortment.
- Abercrombie & Fitch: Specialty apparel retailer operating A&F and Hollister brands globally. Comparable to Guess in mall-to-storefront specialty retail, fashion-conscious consumer base, and multi-brand portfolio strategy.
- Gap Inc. Multi-brand specialty apparel retailer operating Gap, Old Navy, Banana Republic, and Athleta. Closely comparable to Guess's multi-brand, multi-channel, family-oriented apparel retail model.
- Express: Mid-tier specialty apparel retailer recently taken private through a Chapter 11 restructuring. Comparable to Guess on accessible-fashion positioning and specialty-store footprint, and now shares the private-company operating context.
- Urban Outfitters: Multi-brand specialty apparel and lifestyle retailer (Urban Outfitters, Anthropologie, Free People). Comparable to Guess in multi-brand portfolio strategy, fashion-forward positioning, and global flagship-store expansion model.
- Aeropostale: Mall-based specialty apparel retailer targeting teens and young adults. Comparable to Guess in price point, mall-channel presence, and denim-led product mix.
Broad incumbents
- Inditex (Zara): World's largest fast-fashion group operating Zara, Bershka, Pull&Bear, and others. Comparable to Guess as a global fashion apparel incumbent, though with a faster inventory model and broader price range.
- H&M: Global fast-fashion retailer with thousands of stores across value and premium sub-brands. Comparable to Guess on global specialty retail footprint and accessible fashion positioning for women, men, and kids.
Others
- WHP Global: Brand management company that jointly acquired rag & bone IP with Guess and operates as Guess's licensing and brand-management partner. Relevant as a peer in the IP-monetization model and as Guess's rag & bone JV counterparty.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Guess social profiles
Digital presenceGuess financial estimates
Financial estimateRevenue estimate
Valuation estimate
Guess leadership team
Management profileNumber of profiles
Profiles4 records
Guess subsidiaries and ownership
Company hierarchySubsidiaries1 record
Guess funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Guess M&A and investment
M&A and investmentM&A3 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Guess
What does Guess do?
Guess is a global fashion and lifestyle company that designs, distributes, and sells denim-led apparel, footwear, accessories, handbags, and eyewear under the GUESS, GUESS Jeans, Marciano, GUESS Kids, GUESS Factory, and rag & bone brands. Products reach consumers through more than 1,500 owned retail stores in approximately 100 countries, the guess.com e-commerce platform, and wholesale channels, with additional royalty revenue from long-term licensing partnerships covering fragrances (Interparfums), eyewear (Marcolin), and watches (Timex/Sequel).
Is Guess a public or private company?
Guess is a private company. It is classified as corporate owned and is currently operating.
When was Guess founded?
Guess was founded in 1981. It employs 5,001 to 10,000 people.
Where is Guess based?
Guess is headquartered in Los Angeles, United States, in the North America region.
How does Guess make money?
Four revenue lines are on record. Retail Store Sales are the primary driver. The others are E-commerce Sales, licensing Royalties and rag & bone Brand Operations.
Who are Guess's main competitors?
Direct peers on record are Levi Strauss & Co., American Eagle Outfitters, Abercrombie & Fitch, Gap Inc., Express, Urban Outfitters and Aeropostale. Broad incumbents are Inditex (Zara) and H&M. WHP Global is listed as an others.
Does Guess have an API?
No public API is recorded for Guess.
What industry is Guess in?
Guess's product category is Fashion Apparel and Accessories Retail. Its primary akta.pro industry code is CRAGACAB, Mid-Tier Department Stores (Apparel-Led). Its NAICS code is 458 and its SIC code is 5651.