Hela Brands: Revolutionising Apparel Licensing and White-Label Manufacturing in the UK
In the ever-evolving world of retail apparel and fashion, Hela Brands stands out as a beacon of innovation, strategic partnership, and global reach. Based in Huddersfield, England, Hela Brands has rapidly become a key player in brand licensing and white-label manufacturing, particularly across sports, fashion, and lifestyle sectors. This article delves into the company’s rich history, specialties, global presence, and future ambitions, providing a comprehensive overview of why Hela Brands is set to dominate the industry.
The Origins and Evolution of Hela Brands
Founded and Headquarters
Hela Brands’ journey began under the name Focus Brands, a well-established retail apparel business. In January 2024, the company was acquired by the Sri Lanka-based Hela Apparel Holdings PLC, leading to a significant rebrand early in 2025. This acquisition marked a turning point, allowing Hela Brands to leverage global expertise and resources, enhancing its market position.
Today, Hela Brands’ headquarters are strategically located at 6 Alexandra Road West, Huddersfield, HD3 4EX, United Kingdom. This location places the company in the heart of a thriving industrial region, ideal for operational efficiency and distribution.
Website and Contact Details
For clients, partners, and industry observers wishing to learn more or engage with the company, Hela Brands maintains an informative and user-friendly website at https://www.helabrands.com. The website showcases their brand portfolio, licensing services, corporate updates, and contact information. For direct communication, the company’s phone number is +44 1484 466800 — a critical line for business inquiries and customer support.
Hela Brands’ Specialties and Business Model
Strategic Focus on Licensing and White-Label Manufacturing
One of Hela Brands’ most defining features is its dual business model focusing on brand licensing and white-label manufacturing. This multi-solution strategic approach caters to brand owners and businesses looking for flexible product development and market expansion.
Brand Licensing
Hela Brands offers comprehensive licensing solutions that span design, sourcing, marketing, distribution, and full brand management. The company’s expertise lies in nurturing licensed brands, ensuring their values and identity are preserved while expanding product reach. Their portfolio includes internationally renowned brands such as:
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ellesse
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Nautica
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Patrick
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Reebok
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AVX
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OEX
By providing tailored licensing solutions — whether full, partial, or white-label — Hela Brands helps partners capitalise on market trends efficiently and effectively.
White-Label Manufacturing
White-label manufacturing allows Hela Brands to create products that clients can brand as their own. This service offers businesses the flexibility to focus on marketing and sales while relying on Hela Brands’ robust supply chain, quality control, and manufacturing expertise. This model is especially popular among startups and companies looking to test new markets without heavy upfront investment.
Global Reach and Operational Excellence
International Distribution and Showrooms
Though headquartered in Huddersfield, Hela Brands has a notable international presence. Its distribution centre in Biggleswade, UK, supports efficient logistics across multiple territories. The company also maintains showrooms in key European cities such as London, Berlin, and Munich, facilitating direct client engagement and brand promotion.
Record-Breaking Growth and Market Penetration
Under CEO Ray Evans’ leadership, Hela Brands has aggressively pursued growth strategies, leading to remarkable results. In March 2025, the company achieved a record month by delivering 1.9 million units to 22 countries — a staggering 197% increase compared to the previous year. This success underscores the company’s operational efficiency and market demand for its offerings.
Company Culture and Future Vision
Commitment to Innovation and Collaboration
Hela Brands is known not just for its products but also for its culture. The company promotes a dynamic, inclusive environment prioritising creativity, flexibility, and teamwork. This culture supports continuous innovation in product development and marketing strategies, keeping Hela Brands ahead of industry trends.
Ambitious Goals for Expansion
Looking forward, Hela Brands aims to boost its annual turnover from £70 million to over £100 million within the next three years. This ambitious target reflects the company’s confidence in its business model, leadership, and market opportunities.
Why Choose Hela Brands?
Expertise and Industry Leadership
Hela Brands stands out as a strategic partner for companies seeking not only manufacturing capabilities but also expert brand management and licensing knowledge. Their blend of manufacturing prowess and licensing expertise positions them uniquely in the competitive apparel market.
Comprehensive Service Offering
Clients benefit from end-to-end solutions, including product design, development, sourcing, manufacturing, distribution, and marketing support. This comprehensive offering reduces operational burdens on clients and accelerates time to market.
Conclusion
Hela Brands has firmly established itself as a transformative force within the retail apparel and fashion industry. From its strategic acquisition and rebranding to its robust licensing portfolio and global footprint, the company embodies innovation, reliability, and growth potential. For brands and businesses seeking a strategic partner to navigate the complexities of product development and brand management, Hela Brands offers unparalleled expertise and service.
