Licensing Link appointed to represent property in the UK as it expands internationally.
Brand extension and licensing agency, Licensing Link has been appointed to represent the design-led heritage brand Finlayson in the UK.
Finlayson was established in 1820 when it began designing and manufacturing its own homewares ranges. Finlayson studio, founded in 1951, was a pioneer of the Scandinavian fabric design movement with its original, minimalist, colourful fresh approach. Finlayson is known throughout Scandinavia for its affordable, high quality product ranges.
A successful licensing programme has also been established in Japan.
The appointment of Licensing Link in the UK represents a key initiative for Finlayson in the development of the international expansion of the brand.
Licensing Link will be matching its high quality designs with best in class licensees, with the focus being on the homewares, bedding and soft furnishings categories, kitchenware, stationery and accessories.
“We are excited to have Licensing Link as a partner. Our international growth strategy is based on global licensing and so far we have received a lot of interest from different markets globally. In 2016 we are expecting several new partner in UK market to join license the Finlayson brand and Licensing Link has an important role in the process,” said Risto Voutilainen, Chairman of the Board at Finlayson.
Licensing Link director, Ian Wickham added: “This is a hugely exciting opportunity and we are incredibly honoured to be working with Finlayson. The new owners undertook some extensive quantitative customer research with TNS before deciding in which countries they would start to roll out their global strategy. Of the sample used in the UK (20-65 year old women), 85% living in conurbations said they value contemporary design and 84% referenced a like of those designs coming from Scandinavia, so we see this as significant.
“We have in excess of 100,000 different designs to utilise, built up over almost 200 years. With retailers, this has to be of interest as they continue to cry out for differentiation.”
