Licensing agency The Name Game will represent the brand as it looks to expand into product categories such as furniture, lawn and garden, gift and collectibles and décor accessories. First home and garden product will launch in late 2013.
“In terms of historic significance, natural beauty and stunning architecture, Bel-Air is unique,” says Paulette M. DuBey, executive director, The Bel-Air Association. “The licensing program will be tasteful and authentic, with elements that will capture the unique essence of Bel-Air a treasure waiting to be discovered.”
“We want to create products that are organic to the brand,” says Holly Rawlinson, founder, The Name Game. “Bel-Air is particularly known for its beautiful homes, stunning gardens and landscapes; products that reflect these elements make sense for this program.”