Focus Brands – the brand licensing division of Hela Apparel Holdings – has secured an exclusive long-term licensing partnership with Reebok to design, source and distribute branded outerwear for adults and children in the UK and Europe.
The addition of Reebok to the Focus Brands portfolio marks the expansion of the company’s existing strategic relationship with Authentic Brands Group, as well as the first major milestone for the Hela Group since its acquisition of the company in January 2024.
Focus Brands will serve as Reebok’s exclusive brand licensing partner in the UK and Europe for its outerwear category, which covers a wide range of products for men, women, and kids, including outdoor jackets, soft shells, bonded fleeces and padded jackets.
The products are expected to be sold across speciality sports stores, major department stores and e-commerce platforms in the region, with Focus Brands being responsible for all aspects of design, sourcing, marketing and distribution.
“We look forward to expanding our relationship with Focus Brands and Hela to build Reebok’s presence in the premium, technical outwear category across the UK and Europe,” commented Henry Stupp, president, lifestyle – EMEA and India at Authentic. “This partnership will elevate the brand’s offerings and bring a fresh, innovative approach to our product line-up, enhancing our appeal to consumers and solidifying our market position.”
Richard Marshal, chief product officer at Focus Brands, continued: “The addition of Reebok to the Focus brand portfolio is a very exciting step for the company. We are looking forward to taking the lead on Reebok Outerwear in the UK and Europe and can’t wait to share our first collection launching in Q4, just in time for peak.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).
