Hela highlighted that this partnership marks the expansion of Focus Brands’ existing strategic relationship with Authentic, as well as the first major milestone for the Hela Group since its acquisition of Focus Brands in January 2024. Credit: Shutterstock

Through the partnership, Focus Brands will design, manufacture and distribute Reebok-branded outerwear products across the UK and Europe.

Focus Brands shared it will serve as Reebok’s partner in the UK and Europe for its outerwear category, which covers a wide range of products for men, women, and kids, including outdoor jackets, soft shells, bonded fleeces and padded jackets.

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The products will be sold across speciality retailers, department stores and e-commerce platforms in the region.

Henry Stupp, president of lifestyle, EMEA and India at Authentic, believes this partnership will elevate the brand’s offerings and bring a “fresh, innovative approach” to its product lineup, enhancing its appeal to consumers and solidifying its market position.

He added: “We look forward to expanding our relationship with Focus Brands and Hela to build Reebok’s presence in the premium, technical outwear category across the UK and Europe.”

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Hela highlighted that this partnership marks the expansion of Focus Brands’ existing strategic relationship with Authentic, as well as the first major milestone for the Hela Group since its acquisition of Focus Brands in January 2024.

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Moreover, it views this new licensing agreement with Reebok as a “step forward” in the Group’s strategy to grow Focus Brands into a world-leading brand management company supported by the Hela Group’s agile manufacturing solutions.

“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, capitalising on the Hela Group’s manufacturing capabilities.”

In June, Authentic partnered with logistics solution provider Cart.com to streamline operations across its portfolio of e-commerce brands.