JRL Group, Brand Partners Group Sharpen Ginsu Licensing Program

JRL and Brand Partners Group have partnered to extend Ginsu knives into more kitchen gadgets.
License Global

March 5, 2020


JRL Group has negotiated a licensing partnership with Brand Partners Group to develop and market a line of kitchen gadgets under the Ginsu brand.

Brand Partners will design products around the Ginsu Kiso line’s core brand of cutlery.

 “We are very excited about this brand extension,” says Andrew Lieb, president, JRL Group. “Brand Partners is a well-respected company delivering unique, high-quality, well-designed products. This is truly an ideal partnership for the iconic Ginsu brand.”

 “This is a great opportunity for us to add kitchen gadgets to our existing product lines of kitchen knives and kitchen electrics,” said Jeremy Cantor, Business Unit Manager, Scott Fetzer Consumer Brands, which owns Ginsu.

The news follows Ginsu’s decision to name JRL Group its

exclusive licensing agency

last year. The cutlery brand currently has multiple lines of knives distributed through numerous online and retail channels.

“Of course, this is only the beginning,” says Randal Moss, marketing director, Scott

Fetzer Consumer Brands. “There are numerous natural brand extensions for Ginsu and we look forward to expanding into kitchen electrics and accessories, publishing, home accessories, food and more.”

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