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Norton Global Brands, the new licensing division of the Norton public relations and marketing communications business, has been signed by heritage brand Norton Motorcycles to manage U.K. and global licensing for five years. The firms, which are not c
April 6, 2018
Norton Global Brands, the new licensing division of the Norton public relations and marketing communications business, has been signed by heritage brand Norton Motorcycles to manage U.K. and global licensing for five years.
The firms, which are not connected, have already signed two apparel deals aimed at the premium fashion market—the first is with German Mainpol's French subsidiary for a mutli-territory deal for leatherwear. The second, yet to be named deal, is for apparel for the U.K. and Irish markets. The deals will deliver £20 million ($27 million) of retail sales across Europe, according to Tony Norton, chairman of Norton Global Brands.
The 100-year-old Norton Motorcycle business is part of U.K. race and road biking history. It has recently moved back to the U.K. following a 15-year ownership in the U.S. New owner and chief executive of the business, Stuart Garner, is set to restart production of the motorcycles this summer.
"It is not often that a licensing business has the opportunity to work with a brand that has a blank sheet of paper for worldwide rights," says Norton.
Norton has appointed consultant Karen Addison to work on the property as licensing director. In addition to the Norton brand, the deal covers the well-known bike brands Manx, Atlas, Commando and Dominator. NGB will also manage existing license deals.
"As a motorcycle brand, the potential for licensed products is huge, but the last thing we want to see is our brand name exploited outside of our strict guidelines," says Stuart Garner. "Heritage and excellence is at the heart of the brand and we need to make sure this is reflected across all Norton associated products."
NGB has been set up to work on Norton Motorcycles and other complementary brands.
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