Licensing vet Teri Niadna will lead the new division.

U.S.-based licensing agency Brandgenuity will expand its operations internationally this fall with the opening of Brandgenuity Europe.

The new division will be led by licensing industry veteran, Teri Niadna, who will serve as managing director.

Like its U.S. counterpart, Brandgenuity Europe will be built around a central promise–to give all clients hands-on attention and the direct involvement of agency partners at every stage of program development. The European office will tap into the company's existing network of manufacturer and retail contacts to implement its time-tested approach characterized by thoughtful strategies up front, smart prospecting, nuanced legal support and attention to detail and product quality.

“We are thrilled to be expanding into Europe as it will help us provide a global solution to our clients,” says Jay Asher, partner, Brandgenuity. “We have been waiting for the right time and the right person to lead our international expansion. We have known and worked with Teri for more than 15 years. She shares our strategic approach to brand licensing and brings a tremendous amount of international experience that will serve our current and future clients well.”

Niadna has had experience championing brands both as an agent and as a client. Most recently, she led the NFL licensing effort in Europe.

“I am delighted to be returning to the agency side, and couldn’t be happier to join the Brandgenuity team,” says Niadna. “We have a great deal of shared history and mutual admiration and respect. Brands looking for a proven agency with a global team should feel confident with this agency solution.”

Brandgenuity Europe will exhibit at this year’s Brand Licensing Europe, Oct. 13-15 in London.