Vitamix, which will celebrate its 100th anniversary in 2021, will collaborate with TWG on a multi-tiered strategy for a comprehensive brick-and-mortar and direct-to-consumer program to launch in 2019.

TWG will seek licensee partners across categories including food, large and small appliances, kitchen essentials, home décor and accessories.

“We have a corporate purpose to liberate and nourish the zest for life, and this partnership with TWG is going to help us do that on an even greater scale,” says T. Scott Hackman, vice president, strategy, brand, business insights, marketing operations, Vitamix. “For nearly a century, Vitamix has been helping people achieve their health and culinary goals. We’re excited at the prospect of expanding our reach through unique licensed products.”

“We’re thrilled to be working with Vitamix on licensing their iconic American brand,” says Michael Carlisle, founder and principal, TWG. “The Vitamix blender is a staple in millions of residential and commercial kitchens around the world, and our goal is to extend the Vitamix brand experience through licensing to a range of products that celebrate the Vitamix heritage and engineering design excellence.”