Ahead of the Friday 8 March closing date for the 2024 Brand & Lifestyle Licensing Awards, we caught up with Carl Wright, marketing director of Meyer Group, to talk about the company’s Best Brand Licensed Homewares Kitchen & Tabletop Product or Range 2023 win for its Nadiya x Prestige Cookware and Bakeware collection, a collaboration with Great British Bake Off winner and TV chef Nadiya Hussain.
How did it feel to win a B&LLA last year? What did it mean to you and the team, and as a business?
I think the initial feeling was surprise! There were some fantastic products nominated, so to have been awarded the win was brilliant. The team at Meyer and Nadiya worked incredibly hard on the programme, trying to ensure the range was representative of what Nadiya wanted to create and fit for the market, so we were over the moon that this was recognised.
Why do you think your Nadiya/Prestige partnership has been such a success?
The Prestige brand has played a major role in people’s kitchens for nearly 90 years. It has grown through its desire to make life easier in the kitchen via products that offer simple solutions to everyday problems. Now, in 2024, Nadiya plays a similar role, creating dishes and offering insights from an authentic, everyday viewpoint.
Can you tell us a little about your activity in the licensing space since your win last April?
Since last year, we’ve continued to build our business with the Nadiya Hussain brand and to extend our distribution into all Dunelm stores; we’ve seen fantastic growth through Amazon, too. Outside our partnership with Nadiya, Meyer entered a global deal with Disney Home and has since launched a Mickey Mouse inspired range of kitchenware. We love having two partners like Nadiya and Disney, both inspiring different customer groups and each being iconic in their own right.
Are you noticing any trends when it comes to licensed homewares?
Celebrity endorsements have had a resurgence in the last year, with ranges such as our own Nadiya programme, Mrs Hinch and Gino D’Acampo highly visible in stores across the UK. We’re currently working on our next launch with Nadiya and have a beautiful new collection in development, which will be available from Q3 this year.
What are the main challenges currently facing your business, and how are you mitigating them?
It won’t be a surprise to hear the ‘macro’ environment of the UK economy and consumer goods market is having an impact on growth. With the news last week that we are officially entering a recession, consumers are actively looking for value in their purchases and are making those investments less frequently. Our belief is that great product, that offers true value to the consumer, will continue to be sought after. Meyer invests heavily in design, product innovation and marketing to ensure that these fantastic stories continue to be seen by our target audiences.
Entries for the B&LLAs 2024 must close on Friday 8 March. Simply click here to get entering.
