Sophie la girafe, MDR Brand Management Team for European Programs

Sophie la girafe is partnering with MDR Brand Management to expand into new categories across the U.K., Germany and Austria. 

Building on Sophie la girafe’s strong brand equity and recognition, MDR Brand Management will lead on all aspects of the brand's strategic exploration and development into categories such as nursery, FMCG, apparel and textiles, dental, bath and body. Collaborations will come from handpicked partners, retailers and new distribution channels. 

"Sophie la girafe is such a trusted and cherished brand, associated with the expertise and high quality of its traditional manufacturing process, which has remained identical over the last 59 years,” says Daniel Avener, chief executive officer, MDR Brand Management. “Sophie has become timeless, global and multi-generational, and we see huge potential in bringing these features into new categories and products, working closely with the DELISO team." 

Currently, core products are broadly available across Europe, with retailers including Selfridges, John Lewis, Next, Ocado, JoJo Maman Bebe, Sainsburys, Smyths Toys and Baby Walz. The brand made headlines earlier this year when it announced a slate of new partnerships for 2020.