Brands In, a leader in licensed fashion apparel, has broadened its category offering by expanding into the accessories market. The company initially unveiled its new lines at retail exclusively in New Look, showcasing two Warner Bros. key properties, “Friends” and “Riverdale.”
“Following the success of licenses on jersey styles at New Look, we saw an opportunity to use the same licenses on lifestyle products,” says Faye Walton, head, buying, accessories and lifestyle, New Look. “Brands In were the obvious choice to enable us to action this quickly with the added advantage of being able to use our own trusted specialist supply base. With speed to market being essential in this competitive market place, we’ve been able to successfully source and retail licensed drinks bottles, canvas bags, phone cases and other items from short lead-time suppliers with the support and efficient approval process Brands In have provided for us. The team at Brands In have been instrumental in enabling the buying teams to deliver growth on the areas we’d specified. For the season ahead, we are looking to expand our accessories licensed ranges and look forward to building on the achievements we have already experienced with Brands In.”
The range across both brands, which includes phone cases, water bottles, hot cups, coffee mugs, pencil cases and tote bags, have been developed by Brands In’s own in-house creative. Designed to coordinate with the licensed “Friends” and “Riverdale” jersey apparel ranges, the accessories SKUs are now on sale in New Look stores across the U.K..
“We are delighted to be expanding our business into new categories and have been impressed with the sales numbers filtering through,” says Rick Lowe, managing director, Brands In. “In 2020, we will roll out our accessories offering across additional Warner Bros. key franchises as part of our latest license agreement with the studio, using designs and product lines that are exclusive to New Look. Beyond this initial accessories partnership with New Look and Warner Bros., we look forward to growing this new arm of our business with other licensors and retailers during 2020.”