We find out more about Royal Horticultural Society’s licensing development executive.
Jack Hendy, licensing development executive, Royal Horticultural Society (RHS)
My route into licensing went something like this…
It was definitely a leap of faith! In 2023, I was facing redundancy from the RHS e-commerce department when Cathy Snow, RHS licensing manager, reached out and asked if I’d be interested in joining her team. At that point, I had no experience in licensing whatsoever, but Cathy saw potential in me – I had transferable skills, a hard work ethic and a deep understanding of the RHS, that she believed would help me thrive in the fast-paced world of licensing. After some soul-searching, reflection and finding that self-belief, I said yes – and I’m so glad I did!
Two years on, with invaluable support and mentorship from the team, I can confidently say I’ve found an industry I’m genuinely passionate about. The licensing community has been incredibly welcoming, and I’ve had the privilege of engaging in insightful conversations with professionals, retailers and brand owners.
How long have you been in the industry?
2 years and 2 months.
When I was growing up, I had no idea that ‘licensing’ was an industry, so I wanted to be…
A wildlife photographer and filmmaker. I studied Marine & Natural History Photography at university. While photography has become more of a hobby over the years due to the competitiveness of the industry, I’m lucky that my role at the RHS still gives me the chance to flex those creative muscles. The stunning gardens at RHS Wisley, where I am based, and the RHS Chelsea Flower Show provide endless photographic inspiration – keep an eye out for some of my shots in our upcoming A5 Diary with Danilo.
Biggest inspiration in the licensing industry?
I try to keep an open mind, taking inspiration and ideas from across the whole sector, but for me, it has to be the other fantastic institutions in the museum and heritage licensing sector. We all share a common goal of celebrating and showcasing historical and cultural assets through licensed products and it’s always inspiring to see how different organisations interpret their heritage through such diverse and creative licensing programmes.
Best thing about your current role?
Seeing a product I’ve contributed to on the shelves never gets old – there’s always a strong sense of pride in knowing I played a part in bringing it to life. But beyond that, I particularly enjoy the account management and the collaborative nature of product approvals, marketing, and social campaigns. I love working with creative minds and our licensees continually come up with fantastic ideas that reimagine our beautiful RHS assets in fresh, exciting ways. No two designs are ever the same, and I’m constantly inspired by the innovation and passion they bring to the table.
What are you most proud of in your licensing career to date?
There have been so many rewarding moments over the last two years, but signing my first licensing agreement – with Willsow – stands out as a personal milestone. It was a real boost to my confidence and self-belief that I can do this. Licensing isn’t always a straight line. Behind every signed deal are multiple conversations, rejections and lessons. I’ve learned to be resilient, to take rejections not as setbacks but as stepping stones.
Working with Tom Willday and the Willsow team has been fantastic. Their commitment to sustainability and creativity led to a wonderful range of seeded paper products, and the first collection exceeded sales expectations. I’m excited for their follow-up range, which launches later this year.
Dream brand to work with (and why)?
Kodak. Photography has always been a real passion of mine, and I spend most of my lunch breaks taking photographs in the Gardens at Wisley, so working with such an iconic brand would be a dream. Their legacy of capturing life’s moments, paired with their bold visual identity, could be a great match for the RHS’s rich archives of botanical artwork and photography. Pairing their visual storytelling with the botanical beauty of the RHS Gardens and Flower Shows? That could be something special!
What were your first thoughts when you were revealed as a nominee for the Rising Star Award?
It was a real sense of achievement and a huge boost to my confidence. It gave me the chance to reflect on how far I’ve come. It’s easy to get caught up in the day-to-day and forget to pause and celebrate progress. Just over two years ago, if you’d told me I’d be confidently representing RHS on a trade stand at Europe’s biggest licensing event, I would’ve said no way. This nomination is not only a confidence boost, but it’s also a reminder of the journey so far and the exciting road ahead.
The B&LLAs 2025 Rising Star Award is sponsored by Licensing International.
