BUILT Packs New Licensing Program

Lifetime Brands has launched a fully integrated home goods licensing program for its BUILT brand to be managed by The Brand Liaison.  

BUILT, a designer of insulated lunch bags, soft coolers, hydration bottles, tumblers and food storage, is looking to expand the brand to a variety of everyday products best aligned with the company’s reputation with retailers and consumers. The Brand Liaison is seeking best-in-class manufacturers to partner with the BUILT brand.  

“Identifying new and exciting ways to solve everyday problems with well-designed, affordable products that support an on-the-go lifestyle is the BUILT mission, and we are excited to be part of that,” says Steven Heller, president, The Brand Liaison.  

The Brand Liaison will seek licensing deals for BUILT including kitchen textiles, storage, accessory bags, picnic, backpacks, luggage, travel, tech, fitness equipment, outdoor, camping and pool products, baby bags, baby feeding items and pet care products. 

“Whether it’s a fashionable, insulated lunch bag, the latest technology in hygienic, eco-friendly water bottles and food storage or solutions for packing for travel, BUILT is all about finding new and exciting ways to solve everyday problems in style,” says John Roscoe, president, Lifetime Brands. “All of our BUILT items blend fresh designs and the latest technologies with the innovation and quality consumers expect from Lifetime Brands.”  

BUILT was founded in 2003 and acquired by Lifetime Brands in 2014. BUILT led the use of Neoprene in the insulated lunch bag and hydrations space and is also known for its definitive two-bottle wine tote. BUILT products are available at all channels of distribution, including online, department stores, mass market, independent and specialty retailers.