Authentic Brands Group (Authentic), a global brand development and marketing company, has announced a long-term partnership with Focus Brands, the brand licensing division of Hela Apparel Holdings PLC, to design, manufacture, and distribute Reebok-branded outerwear products in the UK and Europe.
“We look forward to expanding our relationship with Focus Brands and Hela to build Reebok’s presence in the premium, technical outerwear category across the UK and Europe,” said Henry Stupp, President, Lifestyle – EMEA and India at Authentic. “This partnership will elevate the brand’s offerings and bring a fresh, innovative approach to our product lineup, enhancing our appeal to consumers and solidifying our market position.”
Focus Brands will be Reebok’s partner in the UK and Europe for outerwear, which includes outdoor jackets, soft shells, bonded fleeces, and padded jackets for men, women, and kids. These products will be available in specialty retailers, department stores, and online.
“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,” said Ray Evans, CEO of Focus Brands. “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, capitalizing on the Hela Group’s manufacturing capabilities.”
