Atlanta-Based Agency to Extend Frigidaire, Kelvinator and Tappan Brands into New Household Categories in North America
October 25, 2011, Atlanta, GA., – Nancy Bailey & Associates, a leading corporate brand licensing agency and division of Beanstalk, today announced that it has been selected by Electrolux Home Products, Inc. as the brand licensing agency of record for three of its household brands, Frigidaire, Kelvinator and Tappan in selected product categories. Nancy Bailey & Associates will work in conjunction with the Electrolux Global Brand Licensing Unit to extend the brands in the North American market. With more than 50 brands worldwide, Electrolux is recognized as an innovator in the appliance industry. Leveraging Electrolux’s success in both home and professional appliances, Nancy Bailey & Associates will be creating and executing brand licensing programs in an effort to extend each of the three brands into a range of product categories to include cookware, housewares, consumer kitchen electronics, barbecues, patio heaters, lighting and generators.
“The strength of Nancy Bailey & Associates’ network of licensees and retailers in the home category, along with its track record for developing and implementing innovative and effective brand licensing programs, create an extremely valuable partnership for our brands,” said Matthew Young, Head of Global Licensing, Electrolux Major Appliances. “Licensing will provide renewed focus on three of our brands with the goal to expand into new product categories, extend our reach to new consumer segments and increase touchpoints for our existing customers.”
Each of the branded licensing programs will be unique to the respective brand attributes and objectives of Frigidaire, Kelvinator and Tappan:
For Frigidaire, the legendary home appliance brand known for reliability and customer value, the licensing program will introduce innovative, contemporary products to complement Frigidaire’s core products and appeal to a broad audience in North America.
An American brand embraced globally, Kelvinator will leverage brand licensing to reintroduce the brand to the U.S. market and lead the way for expansion of the core brand into new product categories.
Tappan is synonymous with excellence and innovation in the kitchen and responsible for introducing the microwave for household use. Licensed products will help accomplish the goal of developing a broader, mass appeal for the brand and will introduce Tappan to new consumers across all demographic segments.
“The introduction of a new generation to the current home improvement marketplace, combined with stagnant home sales, is leading homeowners to invest more in upgrading and improving their homes. This trend creates a tremendous opportunity for Electrolux’s brands to gain exposure to new consumer segments and build upon already strong consumer awareness,” said Nancy Bailey, Chairman of Nancy Bailey & Associates.
“Frigidaire, Kelvinator and Tappan’s history of reliability, innovation and design provide strong foundations for successful licensing programs in a variety of categories,” said Linda Morgenstern, Executive Vice President of Nancy Bailey & Associates. “What sets them apart from other home appliance brands is the emotional affinity that exists between consumers and these iconic household brands that they have relied on for years.”
About Electrolux Group Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers in more than 150 markets every year. The company focuses on innovative products that are thoughtfully designed, based on extensive consumer insight, to meet the real needs of consumers and professionals. Electrolux products include refrigerators, dishwashers, washing machines, cookers, air-conditioners, small appliances, and vacuum cleaners. Electrolux Global Brand Licensing is a business unit within the Electrolux Group, creating business opportunities by licensing the group´s 50+ brands. The unit currently has over 100 brand partners in 75 countries, generating over $2.5 billion in annual sales. About Nancy Bailey & Associates Nancy Bailey & Associates is a full-service licensing agency specializing exclusively in the management of corporate trademark licensing programs, as well as providing consulting services. Headquartered in Atlanta, and with offices in Miami, New York, Los Angeles, London and Hong Kong, the company develops and manages successful licensing programs for several Fortune 100 companies.
For more information, please visit www.baileylicensing.com. Nancy Bailey & Associates is a division of Beanstalk, a leading global brand licensing agency and consultancy, and is a part of Omnicom Group Inc. Diversified Agency Services (NYSE: OMC). Omnicom (www.omnicomgroup.com) is a leading global marketing and corporate communications company.