Agency takes over Reebok outerwear for Europe
Focus Brands, the brand licensing division of Hela Apparel Holdings, has announced an exclusive licensing partnership to design, source and distribute Reebok-branded outerwear products, in the UK and Europe.
Reebok was bought by Authentic Brands Group in 2022.
The outdoor jackets, soft shells, bonded fleeces and padded jackets will be sold across speciality sports stores, major department stores, and e-commerce platforms.
Ray Evans, CEO of Focus Brands, said: “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.
“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, capitalising on the Hela Group’s manufacturing capabilities."
Focus Brands also looks after Avirex, ellesse, Nautica, Nautica Competition, Yogi, Peter Werth and Farrah Footwear.
Sri Lanka-headquartered Hela Apparel Holdings operates 10 manufacturing facilities across four countries, 4 design centres, and six product showrooms.
