, North America.
Valero was instrumental in the initial licensing efforts in 2010 and grew the brand into a 100 million entity with its character Julius the Monkey. Following the new agreement, the Valero Enterprises is relaunching the graphic designer’s licensing program.
“This time around we are excited about collaborations with premier brands,” says Susan Valero, owner, Valero Enterprises. “Also, we are taking into account the change in the retail landscape with on-line so prevalent and off price now being considered mainstream. Just selling products at a discount doesn’t cut it anymore. We need to be innovative in how we reach our audience while creating more compelling products.”
Valero is looking to create a fully immersive lifestyle brand across both category and retail tier. The relaunch will take the imagery of the Paul Frank brand and introduce it in a new way for Gen Z and Gen Alpha. It will also reimagine warmmemories for the millennials who grew up with the brand.
“With e-commerce being such a strong retail force, we see consumers shopping across traditional pricing,” says Valero. “They seem to want everything from fast fashion to high end limited editions and designer co-brands. We see Paul Frank as one of those rare brands that can live in all of those areas.”
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