Beanstalk Expands Energizer in Europe

Energizer Holdings has tapped automotive accessories manufacturer Custom Accessories Europe for a new line of automobile power products, in a new deal brokered by Beanstalk.

Among the products that will be included in CAE’s new line are cables, chargers and extension sockets, as well as automotive power packs such as jump starters, inverters and compressors. The range will be targeted at automotive specialty stores, supermarkets, DIY and online retailers across the U.K. and Europe.

“In many markets, these categories have no clear consumer brand recognition and thus, the launch of Energizer creates a significant and exciting opportunity to offer customers innovative products with a brand that they trust,” says Simon King, director, Custom Accessories Europe.

Beanstalk has represented the brand in North America since 2009 and has now been tasked with further expanding the brand’s licensing program across Europe.

“With Energizer being such a powerful player in the world of consumer power goods, extensions into adjacent product categories are a natural way to cultivate the business here in Europe, and licensing is the ideal business model to deliver this growth,” says Lisa Reiner, managing director, Beanstalk Europe and Asia Pacific. “CAE has strong specialized skills in the automotive accessories area and is well suited to take on the Energizer brand. They will certainly make the most of the brand’s strong legacy in the power and charging industry.”