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Oasis secures entry into major household category

Retailer grows licensing programme with launch of fashion-inspired fabric conditioner.

High street fashion retailer Oasis has made a major growth step in its licensing programme – launching a fashion-inspired fabric conditioner.

The initial range of three exclusive fragrances – called Love for Lace, Passion for Paradise, Revel for Rose – has been developed for Sainsburys by McBride and will appear on shelf in September in designer bottles featuring Oasis signature prints.

The partnership between Oasis and McBride was developed by Oasis’ licensing agency Golden Goose.

“With the growing importance of fragrance and bottle design in the fabric conditioner market we were able to use our expertise in fabric and fashion to add something a little bit special to the category,” said Hash Ladha, coo at Oasis.

“We know our customers love that ‘store-bought’ feeling and Oasis fabric conditioner will help them to treasure their precious purchases that little bit longer.”

Lyndsay Jones, head of marketing at McBride, added: “We’ve really enjoyed working with Oasis to develop this range of on-trend bottle designs and fragrances, they really bring something unique to the aisle and the plans we have in place should really drive interest in these new products.”

Phillippa Green, account director at Golden Goose, concluded: “The signature Oasis prints are also on the range of fabrics and bedding, and will soon appear on luggage and home fragrance so we are working to develop a style that is instantly recognisable as coming from the house of Oasis.”

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