Brandgenuity Steps into Licensing Program for Dr. Scholl’s

Scholls Wellness Company, owners of the Dr. Scholl’s brand, announced that it has selected Brandgenuity to be its exclusive licensing agency. The agency will expand the Dr. Scholl’s brand into a variety of health and wellness categories.

“For nearly 120 years, Dr. Scholl’s has been a trusted brand providing comfort and support to help people do more of what they love,” says Kate Godbout, senior vice president, marketing, Dr. Scholl’s. “We are excited to explore how licensing partnerships can help solve real consumer problems while growing our brand and our retail footprint.”

Two longstanding licensees — Caleres and Renfro Brands — have extended the Dr. Scholl’s brand into comfort footwear and health and wellness socks. More than 1450 Dr. Scholl’s branded products can be found in 75,000 doors from mass market retailers to department stores.

“Everyone is focused on health and wellness today,” says Jay Asher, partner, Brandgenuity. “What we value about Dr. Scholl’s is that it is so trusted and so clear in what it represents: support, comfort, relief, efficacy. Brand strength and consumer appeal aren’t built overnight. They’re built and earned over generations, and that is what makes Dr. Scholl’s so well-suited for licensing.”

Brandgenuity will be seeking partners in categories including ergonomic support, joint support and compression, anti-fatigue, first aid accessories and more.