Krispy Kreme Adds U.K. Agent, Licensees

Metrostar has already secured four new partners for the U.S.-based doughnut brand.

Brand Central, Krispy Kreme Doughnuts’ master agent, has tapped Metrostar to manage the brand’s licensing activities throughout the U.K.

Furthermore, Metrostar has already signed on four licensees, including Hall & Associates for beauty ranges that will launch at Boots and other retailers; Kimm & Miller for food gift collections; Gibson’s for puzzles; and BCI for women’s nightwear.

“We are thrilled to help Krispy Kreme expand the brand worldwide,” says Ross Misher, chief executive officer, Brand Central. “Metrostar was the ideal choice in the U.K. with their expertise in lifestyle merchandise and food and beverage licensing.”

The first Krispy Kreme-branded products are slated to launch this fall.

“We’ve made a strong start,” says Claire Potter, managing director, Metrostar. “Krispy Kreme is such a well-managed brand here, there are many high-quality partners keen to work with us. It’s exciting to see so many great proposals coming through.”