Focus Brands, the brand licensing division of Hela Apparel Holdings PLC, has announced a strategic partnership with Tesco to introduce its Peter Werth and Fenchurch fashion brands across the UK. This collaboration builds upon Hela Group’s longstanding relationship with Tesco and marks the first time consumers will find these brands in Tesco stores, with an initial rollout planned for 100 UK stores later this year.
Hela’s manufacturing division has been a strategic supplier to Tesco for over a decade, earning recognition for its innovative supply chain solutions with Tesco’s Empowerment Award in 2023. Now, the introduction of Peter Werth and Fenchurch to Tesco signifies a significant evolution in this partnership, positioning brands owned by Hela’s licensing division among Tesco’s curated third-party clothing labels—a historic first for a Sri Lankan apparel company.
Peter Werth, a renowned British menswear brand established in 1975, offers contemporary clothing, footwear, and accessories inspired by the sharp, formal style tribes of the 1970s. Meanwhile, Fenchurch, rooted in British skate culture, delivers accessible contemporary garments with an urban edge. Both brands were acquired as part of Hela’s purchase of Focus Brands in January 2024, complementing its portfolio of licensed brands like Ellesse and Nautica.
Ray Evans, CEO of Hela’s Brand Licensing Division, Focus Brands, expressed excitement about the collaboration, highlighting the strategic relationship between Hela and Tesco. He emphasized the company’s commitment to providing comprehensive solutions to brands and retailers by leveraging synergies between Hela’s licensing and manufacturing divisions. This partnership aims to offer Tesco consumers unparalleled fashion choices while strengthening Hela’s portfolio of owned and licensed fashion brands.