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Brands In expands into the accessories market

Company unveils new lines exclusive to New Look including Friends and Riverdale.

Brands In has broadened its category offering, expanding into the accessories market.

The company has initially unveiled its new lines at retail exclusively in New Look, showcasing two of Warner Bros. Consumer Products’ key properties: Friends and Riverdale.

The range across both brands includes phone cases, water bottles, hot cups, coffee mugs, pencil cases and tote bags, all developed by Brands In’s in-house creative team.

Designed to co-ordinate with the popular licensed Friends and Riverdale jersey apparel ranges – which have sold through consistently during 2019 – the accessories skus are now on sale in New Look stores across the country.

“Following the success of licences on jersey styles at New Look, we saw an opportunity to use the same licenses on lifestyle products,” explained Faye Walton, head of buying, accessories and lifestyle at New Look. “Brands In were the obvious choice to enable us to action this quickly with the added advantage of being able to use our own trusted specialist supply base.

“The team at Brands In have been instrumental in enabling the buying teams to deliver growth on the areas we’d specified. For the season ahead we are looking to expand our accessories licensed ranges and look forward to building on the achievements we have already experienced with Brands In.”

Rick Lowe, md at Brands In, added: “We are delighted to be expanding our business into new categories and have been impressed with the sales numbers filtering through. In 2020 we will roll out our accessories offering across additional Warner Bros. key franchises as part of our latest licence agreement with the studio, using designs and product lines that are exclusive to New Look.

“Beyond this initial accessories partnership with New Look and Warner Bros., we look forward to growing this new arm of our business with other licensors and retailers during 2020.”

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