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How the Style Sisters brand is eyeing growth through licensing

Reaction from potential licensees and retailers has already been “super positive” as Lisle Licensing gets to work further building the lifestyle brand.

Style Sisters – otherwise known as long-time friends, Gemma Lilly and Charlotte Reddington – have over 15 years of collective experience in the fashion and interiors industries. They teamed up in 2018 and since then have become known for revamping an ever growing list of clientele’s homes, including a host of celebrities.

Lisle Licensing revealed it had secured the UK licensing rights to the lifestyle duo in November 2020, having identified the growth they were experiencing thanks to an increased interest in home improvements, both at home and abroad.

“Gemma and Charlotte are so current and accessible because they have built up their following on social media, mainly Instagram, and clearly they are trusted and recommended by their celebrity clientele which also makes them super desirable to the consumer,” explains Frankie Lisle, md of Lisle Licensing.

The initial focus for Lisle is on categories including storage solutions, home accessories, furniture, kitchenware, candles/fragrance and home textiles, with Frankie saying the reaction from potential licensees and retailers has been “super positive”.

She comments: “The great thing about the Style Sisters is they are instantly recognisable because of all their media coverage, so even if a buyer or licensee isn’t on Instagram they have likely seen them on the TV. There isn’t really a brand quite like it in the market.

“The girls’ offering is quite unique in that they offer a full service on how to live an organised and stylish life. Because of the increased demand from the consumer spending more time at home, and working on home improvements, but also because the girls’ following has grown so significantly, we believe the demand is there.”

Gemma and Charlotte said they have definitely experienced an increased amount of interaction and interest from people who want their advice and style inspiration, after 2020 saw people spending more time than ever at home.

“The business has grown so quickly over the last few years since starting and is only gaining more and more interest,” the duo tell us. “We are asked daily for our advice on products and for links to items that we are using; people want to make sure they are investing in the products we are specifically using. It makes the most sense to be selling these items ourselves. We know exactly what works in people’s homes and the products people are most interested in.”

Ultimately, Gemma and Charlotte envision Style Sisters to be like an umbrella: “We intend to grow the interior and fashion side, employ more organisers so we can expand the home organisation. We want to be the go to people for anything to do with the home.”

And what would they highlight as the key style trends which the licensing industry should be keeping an eye on this year? “Practical home living solutions, neutral earthy tones, texture and 70’s vibes,” they conclude.

This feature originally appeared in the spring 2021 edition of Licensing Source Book. To read the full publication, click on this link.

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