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Nigel TAYLOR Published
July 29, 2025
Focus Brands has clinched a deal for Reebok adults’ and kids’ outerwear design, sourcing and distribution across the UK and Europe.
Focus is the brand licensing division of Hela Apparel Holdings PLC and has announced the exclusive long-term licensing partnership with Authentic Brands Group-owned Reebok.
The first Reebok collection it will handle launches for Q4, just in time for the peak selling season and perfect timing for an outerwear offer.
The addition of the label to the Focus Brands portfolio marks the expansion of the company’s existing strategic relationship with Authentic, “as well as the first major milestone for the Hela Group since its acquisition of the company in January”.
Focus CEO Ray Evans 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.”
Reebok’s outerwear category 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,.
Henry Stupp, president, Lifestyle - EMEA and India at Authentic, added: “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.”