Leading Brand Licensing Agency and Consultancy Announces New Client Wins and Programme Initiatives at Brand Licensing Europe 2009
September 30 - October 1, 2009, London Olympia, Booth 525., — The Beanstalk Group, the leading brand licensing agency and consultancy, today celebrated another successful year of achievements and growth, announcing the addition of two new clients, and major innovative partnerships and brand extensions for existing clients. Building upon this momentum, Beanstalk has expanded its global reach with the opening of a Hong Kong office, under the direction of Josephine Law, as well as strategic commercial representation agreements with a partner in India and two partners in Latin America. Beanstalk also celebrated its success with two nominations at the Licensing Awards 2009.
“I am extremely proud of Beanstalk’s accomplishments for the first three-quarters of 2009,” said Ciarán Coyle, Managing Director for The Beanstalk Group. “Only brands that have a strong emotional connection with its consumers can thrive in the current economic environment. Beanstalk is honoured to have such a prestigious roster of clients for whom we are building credible and sustainable licensing programmes that deliver each brand’s promise,” Coyle said. New client wins for The Beanstalk Group include:
Lee Cooper, the authentic British lifestyle denim brand
With over 100 years of denim expertise, Lee Cooper is the original and first British denim brand. The Lee Cooper licensing programme is passionate about creating leading-edge products that epitomise the brand whilst always remaining true to its heritage. Beanstalk will be expanding Lee Cooper’s international licensing programme, with initial focus on developing its apparel and denim lifestyle business in Russia, Poland and the Baltic States. Janet Reger, the queen of luxury lingerie
The Janet Reger brand has a unique place in the international world of luxury lingerie, synonymous with elegant fabrics and evocative designs. The Janet Reger licensing programme reflects the core values of luxury and romanticism to create an ultra-feminine and indulgent lifestyle brand. Beanstalk is extending the Janet Reger mark into health and beauty, loungewear, plus-size lingerie and resort wear.
Licensing Awards 2009 Nominations for The Beanstalk Group brands:
Vespa-adidas footwear for Best Licensed Brand Range (Soft Goods) Love Hearts Beauty Accessories by The Make-Up Factory for Best Licensed Brand Range (Soft Goods)
For the third year running, The Beanstalk Group also sponsored the award for the Best Brand Retailer of Licensed Product.
Brand growth initiatives from The Beanstalk Group:
Beanstalk continues to successfully build the Paris Hilton brand in Europe. The Paris Hilton Apparel Collection is now in 460 doors, with plans to increase to 640 doors for Spring/Summer 2010. Paris recently flew to Hungary to launch her Autumn/Winter 2009 Collection and retail presence via a fashion show at Coin Department Store. Paris also hosted a press conference to promote the A/W 2009 Collection which features an extensive range of fashion tops, dresses, trousers and shorts, knitwear, headwear and accessories, and is made under license by Diciotto, a major player in the European apparel industry. A/W 2009 is the fourth collection under the Paris Hilton apparel range. Diciotto has also built a dedicated Paris Hilton virtual boutique at www.parishiltoncollection.com that extends the experience of the brand on-line. Paris will also launch a global lingerie and beachwear collection for Spring/Summer 2010 through licensee partner Le Bonitas.
The Jack Daniel’s European licensing programme includes a range of strategically selected products that allow current consumers and brand admirers to enjoy the Jack Daniel’s experience in their everyday lives. The Baxters Food Group continues to extend European distribution of its award winning Jack Daniel’s Barbecue sauces with particular focus and success in Germany. Jack Daniel’s liqueur chocolates and fudge have also achieved impressive sales in speciality stores and duty-free outlets and chocolate licensee Goldkenn will be launching a Jack Daniel’s truffle in October. Expansion of distribution across Mainland Europe remains a focus for Poolebeck and Bravado, Jack Daniel’s gift and apparel licensees respectively.
In January 2009, Beanstalk announced an innovative collaboration between Vespa and adidas Originals with the introduction of the first global adidas Originals Vespa collection. This collaboration represents the first major step towards developing Vespa into a leading global lifestyle brand. The collection of footwear and apparel sold under the adidas Originals label, captures classic Vespa scooter details and delivers a true spirit of nostalgia. The range features distinct footwear highlights, such as the 1950s-inspired Vespa Gran Lusso sneaker, and is complimented by a range of classic polo shirts, t-shirts and jackets, available in adidas Originals stores and select leading retailers worldwide. Global sales of the collection have far exceeded expectations and there are plans afoot to grow the range to include womenswear. The Vespa-adidas range was short-listed for the 2009 Licensing Awards in the Best Licensing Brand Range category.
Through licensing, Beanstalk helps The Stanley Works strengthen its relationship among professionals and DIY enthusiasts, expand into new categories, and reinforce the brand’s authority in the hardware category. With over 20 product categories currently produced under license, the Stanley licensing programme is the most comprehensive offering in the tool and hardware industry. Stanley’s exciting new collection of performance workwear for the trade and consumer market combines functionality and fashion, comfort and style, making it ideal for both work and leisure. Leading workwear partner Cosalt has produced the Stanley range to provide long-lasting durability. Awelco, the licensee for welding machines and accessories is continuing its success, after securing listings with major Italian DIY chains Obi, Praxis and Bricocentre.
Licensing in numerous non-core categories has enabled Jaguar, the authentic British luxury brand, to achieve lifestyle status internationally. Jaguar’s new Performance Wear collection by apparel licensee Waalwear launched at retail in March 2009. The collection evokes luxury, design and refinement, and is inspired by the true racing heart of Jaguar cars. Jaguar menswear is about innovation, superior quality, refinement and an eye for detail. The menswear collection is available at exclusive shops and retailers. Eyewear licensee Menrad launched the 2010 Jaguar eyewear collection at the Silmo trade fair in September 2009. The new collection interprets design cues from Jaguar’s latest vehicle, The New XJ, and consists of both sunglass and ophthalmic eyewear. The range will be sold internationally through high- end opticians. Fragrance partner Jaguar Fragrances will launch ‘Prestige Spirit’ at the TFWA Exhibition in Cannes in October 2009. Jaguar Prestige Spirit will be available as an Eau de Toilette Natural Spray in 100 ml and 50 ml bottles. In addition, Jaguar Fragrances is preparing to launch Jaguar Vision, a new scent for men, inspired by the evocative modern design language of Jaguar’s cars. The scent of Jaguar Vision is exciting, seductive and complex and will be available for Spring 2010 in selected perfumeries and department stores worldwide. Eurolink, Jaguar’s leather goods licensee based in China, officially opened its first Jaguar flagship store in Shanghai in April 2009. Located at the Balian-Shimao International Plaza, the luxurious retail space showcases a leather goods collection and features a range of briefcases and weekend bags. Made from the finest leather, the Jaguar leather goods collection appeals to both business and casual travelers. The store also features other Jaguar lifestyle products including apparel, fragrance, writing instruments and eyewear, beautifully displayed alongside the leather goods collection. Eurolink has opened over 50 Jaguar stand-alone retail spaces, shop-in-shops and concession stores across China in the past year.
The Land Rover licensing programme supports the brand’s vision to be the world’s leading brand at inspiring, creating and delivering a spirit of adventure. The recent launch of the Land Rover S1, a new rugged mobile phone handset, in partnership with Sonim Technologies, brings to life this brand vision. The Land Rover S1 is the world’s first IP-67 rated GSM mobile phone - a military standard which indicates that it has been tested and found to be totally impervious to dust, as well as dirt, shocks and drops. It is also completely waterproof and has design features that meet the needs of Land Rover admirers who demand high-quality, rugged vehicles and products for the great outdoors. The bike category also enjoys a great fit with Land Rover’s brand values. UK/Ireland licensee 2x2 Ltd has unveiled its 2010 range of bikes, whilst Japan bike licensee partner Belief has recently added Korea to their grant, and is enjoying strong sales with folding bikes and road bikes. In the eyewear category, Logo Group recently launched its latest collection of Range Rover eyewear (sunglasses and ophthalmic). Range Rover eyewear is inspired by the vehicles and features masculine designs that are enhanced with high-quality materials, including sustainable precious wood and leather trims. In South Africa, Land Rover Gear continues to grow its Land Rover apparel, outerwear and accessories business through its network of Land Rover retail stores.
The Ford European licensing programme celebrates the brand’s unique heritage and builds upon the consumer’s emotional connection with Ford’s archival models through unique retro graphics. Famous Forever Clothing Ltd has recently unveiled an exciting new range of retro-inspired Ford Motor Company tees for the UK market. The new Ford tees are inspired by iconic models from the 1970s and 1980s, such as the Ford Escort and Capri, and are available in Next and Truffleshuffle.com. Richbrook, the UK licensee for Ford auto accessories, has developed a new range of Ford tyre pressure gauges, anti-theft number plate bolts and valve caps, air fresheners, key rings, and tax disc holders, which are all available to purchase at Halfords. As the brand’s poster licensee, GB Eye has produced six posters featuring iconic Ford vehicles, including the Mustang 66 and 77 models, the GT 500 and the Ford Focus RS. North America has also been added to the licensees’ grant, for a new range of 3D lenticular posters.
The Harley-Davidson® European youth licensing programme allows the riders of tomorrow to engage with the brand through an extensive collection of bedding, stationery and apparel developed by licensee partners Contrast (Northern Europe and Scandinavia), Gruppo Cartorama (Italy) and Live (Eastern Europe). Harley-Davidson has also extended its youth licensing programme to Australia and New Zealand in September 2009, exclusive to Target stores. Leading partwork company De Agostini has recently launched its Harley-Davidson part work, which includes a 1:4 scale Fat Boy, in Brazil and Argentina, after enjoying success in Italy, Spain and Japan.
Dr. Seuss licensed products foster creativity and stimulate the imagination. After the success of Leapfrog’s The Cat in the Hat TAG™ Reading System, Leapfrog launched a TAG Junior range aimed at toddlers and nursery age children in June 2009. The first TAG Junior title Dr. Seuss’s Mr Brown Can Moo is available at Argos, The Early Learning Centre and Toys R Us. Children’s t-shirt licensee Fabric Flavours is the latest addition to the Dr. Seuss programme. Developing a range of Dr. Seuss T-shirts and pajamas, Fabric Flavours is launching with The Cat and the Hat at John Lewis in October 2009. Dr. Seuss adult tees are currently being developed by apparel licensee CID, with a planned launch for Winter 2009.
The Love Hearts licensing programme holds broad appeal and enables consumers to express personal sentiment through design-led, iconic products. Love Hearts beauty accessories from The Make-Up Factory were short-listed for the 2009 Licensing Awards in the Best Licensing Brand Range category. In addition, young girls will also enjoy Love Hearts lip glosses and balms, which are due to launch at major retailers in Autumn/Winter 2009. Other Love Hearts branded products include jewellery from CW Sellors, silver charm gift from Suck UK, celebration cakes from Greencore and girls’ tees and sleep sets from Trademark Products. Key retail partners stocking Love Hearts products include Asda, Tesco, Argos, Superdrug, Claire’s and Urban Outfitters.
“We anticipate a very busy two days at Brand Licensing Europe 2009 as, in these challenging economic times, more and more brands start to recognise the benefits of licensing as a revenue-generating marketing tool that also protects the trademark and creates new occasions for consumers to experience the brand,” Coyle concluded.
To learn more about The Beanstalk Group, or its clients, visit The Beanstalk Group at Brand Licensing 2009, Grand Hall Olympia Booth 525.
Beanstalk is also leading a Licensing Academy seminar entitled “Licensing in a Recession: The Essential Ingredients to Weathering the Economic Storm” on Wednesday, 30 September at 16:00h. .