How Vanilla Underground is successfully navigating 2021

“In reality owning an online business throughout the effects of the pandemic has been a real blessing.”

Like many businesses, Vanilla Underground originally started from a spare bedroom, in this case belonging to husband and wife team, Jason and Deniz Yarnell. While this was back in 2010, until last year the online retailer had been somewhat light on press coverage. Then two things happened: it hired Laura Kelly – a familiar face in the licensing industry thanks to her tenure at Fashion UK – as brand marketing and licensing manager, and it appeared in The Sunday Times Fast Track 100, which recognises Britain’s top 100 privately owned companies with the fastest-growing sales over their latest three years.

“2020 certainly had its moments and threw many challenges our way, but in reality owning an online business throughout the effects of the pandemic has been a real blessing and, fortunately, we were able to grow due to the increased demand for our products online,” Deniz tells us. “Our USP is that we are a one stop licensing destination online. We always want to keep our product offering fresh and exciting for our customers while being able to provide licensed products for the whole family, where customers can come to our store and find something for everyone. This means covering all bases, from hugely popular licences to up and coming brands, or even ones that have smaller cult followings.”

Vanilla Underground currently stocks products from over 150 licensed brands across TV, movies and gaming. Deniz explains that numerous projects are underway with licences the retailer felt had bigger potential or that had generally been uncatered for when it comes to licensed merchandise. “You will start to see the new promotions and licence activations trickling through as we move into Q2 this year,” she says.

Continuing to successfully navigate the challenges from the pandemic and Brexit are undoubtedly key for 2021, but Deniz also shares: “Mostly it would be to continue strengthening the awareness of our brand as a destination for licensed merchandise and certainly injecting some fun into that journey, for both ourselves and our customers along the way.”

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

MORE NEWS
TheOpentrophy500x500
 
An extensive product range will be developed for exclusive sale across 
American Golf’s 96 stores....
StyleSisters500x500
 
The company will be developing a collection of storage and organisation solutions inspired by the duo....
ClassicPoke500x500
 
The Pokémon animation will be heading to the BBC for the first time this August....
OxfordSodor500x500
 
City is twinned with fictional Island of Sodor from the preschool hit in celebration of International Friendship Day....
Blippiwebshop500x500
 
Including Star Editions opening an e-shop for CoComelon and Blippi as part of its relationship with Moonbug Entertainment....
TPhires500x500
 
The agency has expanded four more of its departments - Commercial, Retail, Product Development and Finance....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.