New York Botanical Gardens and US agent Jewel Branding have appointed Metrostar to manage the licensing programme in the UK and Ireland.
The campaign will launch at Brand Licensing Europe (stand C251), which runs from 4-6 October at London’s ExCeL.
New York Botanical Gardens (NYBG) is the US’ largest botanical garden and national landmark that is focused on conservation, plant research and education. The brand draws inspiration from an archive of designs that date back to the 12th century.
The licensing programme continues to blossom around the globe. In 2023 the brand has seen significant growth globally, particularly in apparel and fashion accessories.
NYBG partnered with LeSportsac on a colourful new floral collection of handbags, totes and backpacks which launched worldwide in spring. New partnerships in Asia include CutisBio in Korea for skincare, New Era (Japan) for headwear and a second season with Mash Style Labs for sleepwear under the Snidel Home label.
In the US, the programme also includes bath and body, fragrance, tea, home textiles, stationery, puzzles and a floral subscription service.
Meanwhile, in the UK, Carousel Calendars is introducing 2024 and 2025 calendars, while luxury online wall décor purveyor Surface View is a long-standing partner for wall murals, art prints, tiles, shades, plus other curated wall and home décor items.
“New York Botanical Gardens beautiful archive is ideally suited to home, fashion and lifestyle licensing,” commented Claire Potter, founder of Metrostar. “British consumers adore botanicals so we are excited to showcase NYBG assets at BLE and to build on the foundations of their excellent international programme.”
Ilana Wilensky, president at Jewel Branding and Licensing, continued: “Metrostar’s reputation and vision for the New York Botanical Garden brand is a perfect fit for the institution’s continued international growth. We are thrilled to have them on board for this iconic heritage brand and look forward to their fresh take on floral infused consumer products in the UK.”
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