April 6, 2018
American music brand Fender has launched its European licensing program with two new licensees for apparel and wall art.
The deals were developed in collaboration with Fender’s exclusive licensing agency Beanstalk.
“With its iconic rock-n-roll status, Fender meets the European market demand for brands with a strong lifestyle image and a contemporary music connection,” says Lisa Reiner, president, Beanstalk Europe and Asia Pacific. “Extensions into key categories such as wall art and apparel will offer fans of the brand the opportunity to further connect with Fender through new products and retail channels.”
Sunset Bioworld has signed on to create a line of apparel and accessories including t-shirts, hoodies, jackets, socks, headwear, wallets and key chains.
Pyramid Posters has been granted the European rights for a Fender wall art collection that will include posters, canvases, wood prints, mirrors, metal prints, key chains and badges.
Both ranges will be available through traditional as well as online retailers across Europe.
“We are excited to kick off the European part of our licensing program, building on the success we are already enjoying in North America and Asia,” says Brian Tedeschi, director of business development, Fender. “Fender has an incredibly loyal fan base, with an appetite for products that help them connect with the brand outside of music. The new apparel and wall art collections will further establish Fender as an influential player in modern, music lifestyle culture across Europe.”
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