Hela Brands Announces Rebrand Following AcquisitionHela Brands Announces Rebrand Following Acquisition
Huddersfield-based Hela Brands is starting 2025 with a fresh approach.
January 24, 2025

Formerly known as Focus Brands, which was acquired from JD by Sri Lanka-based Hela Apparel Holdings on Jan. 24, 2024, Hela Brands has been slowly transitioning towards the rebrand for the last 12 months under Ray Evans, chief executive officer, Hela Brands.
Having hand-picked his senior leadership team (SLT), much has been achieved behind the scenes since the acquisition. Several significant licensing deals with high-profile brands have been secured, with individual announcements planned for later this year once legal has been completed; the first Ellesse outlet store opened at Gretna Gateway Outlet Village, with more to follow across the U.K.
“The rebrand was a natural next step for the company and something we had been planning for and working towards since we started on last January,” says Evans. “The anniversary of the acquisition seemed like the perfect time to announce the rebrand, which simplifies the vision of Hela Brands and provides clarity for the company moving forward.”
With clear objectives for the next three years, Evans and the SLT are committed to championing Huddersfield, building an impressive Northern-based business, creating inspiring jobs, imparting their vast knowledge and providing mentor opportunities to local students.
Succession planning is also underway too, with the SLT embarking upon bespoke one-to-one coaching sessions with a view to enhancing their development at Hela Brands, shaping and gearing up to secure the company’s future.
“When I started with Hela Brands, it was essential that we reviewed and stabilized the business, making the necessary changes internally,” says Evans. “We are now in a very strong position, with firm foundations, to embark upon what promises to be a very exciting and successful few years ahead.”
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