Authentic Brands Group has announced a long-term partnership with Focus Brands, the brand licensing division of Sri Lanka-based Hela Apparel Holdings PLC, to design, manufacture and distribute Reebok-branded outerwear products in the UK and Europe. The product category includes a wide range of products for men, women and children, including outdoor jackets, softshells, bonded fleeces and padded jackets. These products will be available in specialty stores, department stores and online.
Hela Apparel acquired 100 percent of Focus Brands, a British company founded in 1976, from JD Sports in January 2024.
“Our team has been working closely with Authentic Brands Group for the past three years as the brand licensing partner for Nautica in the UK and Europe,” said Ray Evans, CEO of Focus Brands. “This agreement with Reebok is an exciting opportunity to further strengthen our relationship with the Authentic team, and we are looking forward to bolstering Reebok’s presence in the outerwear category through a strategically structured long-term plan, capitalizing on the Hela Group’s manufacturing capabilities.”
