Some 12 months after its acquisition, Focus Brands has unveiled a rebrand to Hela Brands – kicking off 2025 with a fresh approach and determined to top £100m turnover.
Focus Brands was acquired from JD by Sri Lanka-based Hela Apparel Holdings on 24 January 2024, and Hela Brands has been slowly transitioning towards the rebrand for the last 12 months under ceo Ray Evans.
Having hand-picked his senior leadership team, with each member bringing global experience including Nike, adidas, New Balance, Sweaty Betty and Tory Burch to name a few, much has been achieved behind the scenes since the acquisition.
Several significant licensing deals with high profile brands have been secured, with individual announcements planned for later this year once legals have been completed. In addition, the first ellesse outlet store opened at Gretna Gateway Outlet Village, with more to follow across the UK.
“The rebrand was a natural next step for the company, and something we had been planning for and working towards since we started on 24th January 2024,” commented Ray Evans, ceo. “The anniversary of the acquisition seemed like the perfect time to announce the rebrand, which simplifies the vision of Hela Brands and provides clarity for the company moving forward.”
With clear objectives for the next three years, Ray is confident that he and the team will increase Hela Brands turnover to more than £100m (currently it stands at £73m).
The company is also committed to championing Huddersfield, building an impressive Northern-based business, creating inspiring jobs, imparting knowledge and providing mentor opportunities with local students.
Succession planning is also underway too, with the SLT embarking upon bespoke one-to- one coaching sessions with a view to enhancing their development at Hela Brands, shaping and gearing up to securing the company’s future.
Ray continued: “When I started with Hela Brands, it was essential that we reviewed and stabilised the business, making the necessary changes internally. We are now in a very strong position, with firm foundations, to embark upon what promises to be a very exciting and successful few years ahead.”
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