The brand licensing division of Hela Apparel Holdings PLC, Focus Brands, has entered into a strategic partnership with Tesco to introduce its Peter Werth and Fenchurch fashion brands to the retailer’s stores across the UK.
The collaboration further enhances the Hela Group’s long-standing relationship with one of the UK’s largest retailers and will provide consumers with the opportunity to purchase two of its owned fashion brands in Tesco for the first time, with an initial rollout across 100 UK stores later this year.
Hela’s manufacturing division has been a strategic supplier to Tesco for over a decade and received the supermarket’s Empowerment Award in 2023 for its innovative supply chain solutions.
The introduction of Peter Werth and Fenchurch to Tesco marks a evolution in this established relationship by placing two brands owned by Hela’s licensing division among the carefully curated third-party clothing labels available in Tesco’s network of stores – a landmark first for a Sri Lankan apparel company.
The Hela Group will design, source, manufacture and distribute Peter Werth and Fenchurch products to a selected number of Tesco’s larger retail stores across the UK.
Ray Evans, CEO of Hela’s Brand Licensing Division, Focus Brands, said, “We are delighted to join forces with Tesco to bring the iconic styles of Peter Werth and Fenchurch to a wider audience. This collaboration underscores the Hela Group’s long-standing strategic relationship with Tesco and is a major step forward since the inception of the brand licensing division.
“Our strategy is focused on providing comprehensive solutions to the brands and retailers that we work with by leveraging the synergies between Hela’s licensing and manufacturing divisions, and this is the first example of many such collaborations being explored,” he said.
