Joester Loria Named Britax Agent

Licensing agency The Joester Loria Group has been tapped to represent baby brand Britax for licensing in North America.

Britax is a manufacturer of premium car seats, strollers, baby carriers and accessories with a 70-year history.

“We are thrilled to represent Britax,” says Debra Joester, president and chief executive officer, The Joester Loria Group. “We look forward to working with Britax and leveraging our expertise in the infant and juvenile licensing category to create thoughtful product extensions designed to provide families everyday freedom with safe and practical childcare solutions.”

JLG will develop a comprehensive licensing program for Britax that extends the brand to include a full range of childcare essentials. Product categories will include gear, furniture, health and safety products, bath items, feeding and additional brand extensions.

“At Britax, we have a long history of creating trusted products for the entire journey of childhood,” says Jon Chamberlain, president, Britax. “Now, we’re pleased to extend our commitment to innovation and safety, to a larger range of products.”