Move signifies a new era for the U.K. sports and streetwear distributor.

License Global

January 29, 2024

2 Min Read

Hela Apparel Holdings has acquired a 100% shareholding in Focus Brands Licensing House, through its subsidiary, Hela Brands Limited. Focus Brands, a market leader in the design, sourcing, distribution and promotion of sports fashion and lifestyle apparel brands, currently holds exclusive licensing agreements for the design and distribution of several major names, including ellesse and Nautica, in the U.K. and other global markets.  Through the acquisition, Hela has taken the first major step in its strategy to become a fully vertically integrated service provider for the apparel sector. Focus Brands will form the basis for the organization’s new brand licensing division, which will initially operate independently of the existing apparel manufacturing business. This transaction moves Hela significantly closer to its end customer and expands its range of services to brand marketing and distribution. 

“This acquisition is an exciting opportunity that will see the teams at Hela and Focus Brands coming together in collaboration, to create an exciting future for the business,” says Ray Evans, newly appointed chief executive officer, Focus Brands. “Focus has already built up an excellent reputation for itself across the global sports and streetwear industries and alongside the team at Hela intend to build on that established success and amplify what the Licensing House has already created.” 

The acquisition will expand Hela’s global presence through Focus Brands’ product showrooms in London, Manchester, Berlin, Munich, Düsseldorf and Amsterdam, alongside a sourcing office in China.  

“Through this acquisition we plan to rejuvenate, differentiate and grow the brands within the Focus portfolio, whilst maintaining their own unique DNA,” says Dr. Alastair Alderton, new chairman, Focus Brands and chief executive officer, Rianta Capital. “We are excited about the prospects for brands such as ellesse and Nautica, and we look forward to supporting both Hela and Focus Brands on this journey with Rianta Capital’s deep expertise in forward-looking consumer apparel businesses.” 

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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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