Nancy Bailey & Associates will work with Electrolux's global brand licensing unit to extend the brands in the North American market into a range of product categories including 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,” says 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 touch points for our existing customers.”
“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," says Nancy Bailey, chairman of Nancy Bailey & Associates. "This trend creates a tremendous opportunity for Electrolux’s brands to gain exposure to new consumer segments and build upon already strong consumer awareness.”