Fuller Brush Travels into Licensing

The Fuller Brush Company has appointed licensing agent Alex Meisel & Co to expand its iconic American brand with home and lifestyle solutions that let consumers “Live Fuller.”

April 6, 2018

Fuller Brush Travels into Licensing

The Fuller Brush Company has appointed licensing agent Alex Meisel & Co to expand its iconic American brand with home and lifestyle solutions that let consumers “Live Fuller.”

The formal debut of several new Fuller Brush lines and licensing opportunities will take place at the International Home and Housewares Show in Chicago, Ill., March 7-10, and the brand will also exhibit at Licensing Expo in June.

In 1906, Alfred Fuller began the company that went on to set the industry standard for a direct-to-consumer, door-to-door sales model. With a mission to, “Make it work…Make it last…Guarantee it no matter what,” the brand represents quality and trust to the millions of families that have invited Fuller Brush into their homes. 

In 2012, Victory Park Capital collaborated with industry veteran David Sabin (former chairman of Salton Industries and innovator of the George Foreman Grill) to acquire the brand.

"We felt the Fuller Brush brand was a tremendous asset,” says Sabin. “In addition to the existing

Fuller catalog of premier product, there is great opportunity for new categories in all areas of the home, and brand extensions for our retail partners.”

In the three years since, the company has developed a range of retail lines across premium and mass brick-and-mortar chains, as well as dotcoms and infomercials, while also growing the brand's dedicated direct-to-consumer sales operation. 

Alex Meisel & Co will work to license the Fuller Home, Fuller Gold and 1906 brands, while the Stanley Home Products division of the company will remain as a direct-to-consumer business.

“The Fuller Brush team has impressed, re-energizing the brand, and creating unique statements for multiple retail partners ranging from Williams-Sonoma and Anthropologie to key mid and mass players,” says Meisel. “With the brand having 85 percent recognition among baby boomers, and a nostalgic ad archive with retro, wholesome imagery that is striking a chord with Millennials, the licensing program is well positioned.”

Licensing opportunities include auto accessories, garden, outdoor living, apparel, work clothes, pet products, home and organizational storage, gift and novelty, kitchen textiles, publishing and more. 

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