Hela and Reebok join forces to leverage the vertical integration of the apparel industry
By: Staff Writer
October 24, Colombo (LNW): Hela Apparel Holdings PLC, a Sri Lanka-based publicly-listed fashion conglomerate, has announced a long-term exclusive partnership with Authentic Brands Group to design, manufacture, and sell Reebok-branded outerwear in the UK and Europe.
This collaboration is a significant step for Hela Group, as it combines their expertise in design, manufacturing, and distribution with Reebok’s iconic style, aiming to provide high-quality, performance-driven outerwear that meets modern consumer demands.
This partnership will enhance Hela’s presence in the athleisure and activewear sectors while paving the way for future licensing agreements with other global brands.
Focus Brands, Hela Group’s brand licensing division, will act as the exclusive brand management partner for Reebok’s outerwear category in the UK and Europe.
The product lineup will feature outdoor jackets, soft shells, bonded fleeces, and padded jackets for men, women, and children, available through specialty retailers, department stores, and e-commerce platforms across the region.
Ray Evans, CEO of Focus Brands, expressed enthusiasm for the partnership, emphasizing the potential to enhance Reebok’s offerings by leveraging their innovative design capabilities alongside Hela’s manufacturing strengths.
He stated, “We are excited about this strategic collaboration with Reebok in the outerwear category and look forward to delivering high-quality, cutting-edge products that resonate with evolving consumer demands across the UK and Europe.”
This partnership also solidifies Focus Brands’ existing relationship with Authentic Brands Group, reinforcing Hela Group’s position as a key player in the global apparel market.
For Reebok, known for its sports and fitness heritage, this collaboration presents an opportunity to refresh its outerwear line with innovative designs tailored to consumer preferences.
Yohan Lawrence, Secretary General of the Joint Apparel Association Forum (JAAF), noted that this partnership signifies a new chapter for Hela, highlighting innovation and collaboration as central to its growth. He remarked, “This partnership with Reebok marks a pivotal moment, not just for Hela, but for Sri Lanka’s apparel industry as a whole.
It demonstrates our ability to deliver world-class products that meet the dynamic needs of global consumers, reinforcing our position as a leader in sustainable and innovative manufacturing.”
Hela’s recent acquisition of Focus Brands has allowed the Group to connect more closely with end consumers while creating synergies between its manufacturing and brand licensing divisions.
This strategy fosters seamless collaboration, resulting in technically advanced and visually appealing products that showcase Hela’s capabilities as a globally recognized fashion conglomerate.
