Avirex and Patrick join Focus Brands portfolio

By

Nigel TAYLOR

Published
Apr 21, 2022

UK-based distribution firm Focus Brands has added to its global portfolio, acquiring the licences for American military apparel brand Avirex, and French sportswear brand Patrick.

They join sport apparel brand Ellesse, US lifestyle brands Nautica and Nautica Competition and British unisex footwear brand Yogi under the Focus Brands UK-based umbrella.

The five-year license deals for both Patrick and Avirex mean Focus will manage design, distribution, sales and promotion across UK and Ireland for the former and the whole of Europe for the latter.

Established in 1975, Avirex apparel “meticulously highlights the original features crafted for US Air Force pilots”. Focus said the “brand has remained timeless, iconic, and relevant throughout the decades” with the key Avirex jackets “highly sought after by musicians and celebrities”.

Meanwhile, the heritage Patrick brand is a producer of a wide range of sports apparel and footwear for football, basketball, running, cricket, leisure and athletic shoes and apparel.

In the 1980s, Patrick football boots were much sought after with international stars Kevin Keegan, Michael Laudrup and Michael Platini, the brand’s celebrity endorsers.

“Both Avirex and Patrick are leaders in their fields when it comes to apparel and footwear respectively and undoubtedly complement our existing brand offering,” said Mike Tolman, Director at Focus Brands.