Licensing agent JELC and Greek licensing company PJB Brands have formed a joint venture aimed at the Russian market, Brand Extensions Russia.

“We’re bringing jointly over sixty years of licensing experience to one of the world’s most exciting markets,” says Janet Woodward, director, JELC. “At the moment we’re finalizing the portfolio which Brand Extensions will be representing but we also see potential for representing local brands. We want to mirror the eclectic nature of the portfolios that both PJB and JELC are successfully working with in other territories.”


“Both PJB and JELC wanted not just to build our own business, but to help build the business of licensing in Russia,” says Paul Berrington, PJB. “This exciting new venture is an ideal way to do just that. The timing is right, the market is ready and Brand Extensions has a lot to offer.”

Moscow will be one of the early choices to set up local representation, but Brand Extensions will also assess St. Petersburg and Ekaterinburg, Russia's fourth-largest city.