Hela Apparel Holdings PLC entered into a long-term partnership with Authentic Brands Group recently, to design, manufacture, and sell Reebok-branded outerwear across the UK and Europe.
This collaboration marks a milestone in expanding the Hela Group’s offering to the fashion industry by fusing its design, manufacturing and distribution expertise with Reebok’s iconic style.
The partnership promises to deliver quality, performance-driven outerwear that meets the needs of today’s consumers, and strengthens Hela’s position in the athleisure and activewear markets, opening doors for future licensing collaborations with other global brands.
Focus Brands, the brand licensing division of the Hela Group, will serve as Reebok’s exclusive brand management partner in the UK and Europe for its outerwear product category.
Chief Executive Officer of Focus Brands, Ray Evans said, “We look forward to elevating the brand’s offerings by leveraging Focus Brands’ innovative design capabilities and Hela’s manufacturing excellence.”
The partnership further strengthens Focus Brands’ relationship with the Authentic Brands Group, solidifying the Hela Group’s position as a key player in the global apparel industry. Secretary General of the Joint Apparel Association Forum (JAAF), Yohan Lawrence said, “We are witnessing a new chapter for Hela, where innovation and collaboration are at the heart of its growth. This partnership with Reebok marks a pivotal moment, not only for Hela, but for Sri Lanka’s apparel industry as a whole.”
