IPR Licensing has been named the exclusive UK licensing agency for Rachel Ashwell and her design brands, Shabby Chic and Rachel Ashwell.
Building on the Shabby Chic and Rachel Ashwell licensing and retail activities in North America, and their continued growth, the UK is a priority market for Rachel Ashwell outside the US.
IPR will grow the new programme through direct retail relationships and other collaborative licensing partnerships.
Born and raised in England before moving to California in the mid-1980s, Rachel launched Shabby Chic in a small store on Montana Avenue in Santa Monica in 1989.
Her love of vintage style, flea market finds and ‘edgy nostalgic prettiness’ has helped her signature designs build a global following. Rachel’s work has been incorporated in a number of furniture, home décor and lifestyle products over the years, both through her own curated collections and via licensing collaborations.
New licensing partnerships are in discussion and soon to launch in the UK which will see Shabby Chic ranges hit retail later this year.
Target licensing categories for the UK include fashion apparel and accessories, home interiors, paints and wall coverings, home textiles, home fragrances, stationery and gifting.
“We are so thrilled to be working with Rachel Ashwell and her team and to bring such a fresh and distinct brand to the UK market,” commented Judith le Fleming, co-founding partner at IPR Licensing. “The depth, breadth and the sheer scale of the design archive that Rachel Ashwell has built over the years, provides extensive inspiration for UK licensees.
“We’re very excited to see unique and desirable Shabby Chic products launch later this year and beyond.”
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