Evolving Apparel Industry Models: Hela and Reebok’s partnership to capitalize on verticality

Hela Apparel Holdings PLC, the publicly-listed fashion conglomerate headquartered in Sri Lanka, recently announced an exclusive long-term partnership with Authentic Brands Group to design, manufacture, and sell Reebok-branded outerwear across the UK and Europe. This collaboration marks a significant milestone in expanding the Hela Group's offering to the fashion industry by fusing its design, manufacturing and distribution expertise with Reebok’s iconic style. The partnership promises to deliver high-quality, performance-driven outerwear that meets the needs of today’s consumers, and strengthen Hela’s position in the athleisure and activewear markets, opening doors for future licensing collaborations with other global brands.  

Focus Brands, the brand licensing division of the Hela Group, will serve as Reebok’s exclusive brand management partner in the UK and Europe for its outerwear product category. This extensive range of products, which includes outdoor jackets, soft shells, bonded fleeces, and padded jackets for men, women, and children, will be available across speciality retailers, department stores, and e-commerce platforms throughout the region.

Ray Evans, Chief Executive Officer of Focus Brands expressed his enthusiasm for the new partnership stating, "We are excited about this strategic collaboration with Reebok in the outerwear category and look forward to elevating the brand's offerings by leveraging Focus Brands’ innovative design capabilities and Hela’s manufacturing excellence. Together, the Group is ready to deliver high-quality, cutting-edge products that resonate with evolving consumer demands across the UK and Europe.” 

The partnership further strengthens Focus Brands’ existing relationship with the Authentic Brands Group, solidifying the Hela Group’s position as a key player in the global apparel industry. For Reebok, a brand synonymous with sports and fitness, this collaboration offers an opportunity to reinvigorate its outerwear offerings with fresh, innovative designs that cater to consumers' evolving needs.

"We are witnessing a new chapter for Hela, where innovation and collaboration are at the heart of its growth," said Yohan Lawrence, Secretary General of the Joint Apparel Association Forum (JAAF). "This partnership with Reebok marks a pivotal moment, not just for Hela, but for Sri Lanka's apparel industry as a whole. It reflects our capacity 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 acquisition of Focus Brands earlier this year enabled the Group to move closer to the end consumer, while also paving the way to create multiple synergies between its manufacturing and brand licensing divisions to offer its customers heightened service offerings. This approach enables seamless collaboration resulting in technically advanced, visually striking products that reflect the Group's capabilities as a globally renowned fashion conglomerate.

Photo captions: 

1. Chief Executive Officer of Focus Brands, Ray Evans with Secretary General of the Joint Apparel Association Forum (JAAF), Yohan Lawrence