Agency to manage and expand the global licensing programme for automotive brand.
Brandgenuity is set to manage and expand the licensing plans for BMW Group – revealing it will add offices in Munich and Hong Kong to further accelerate the programme.
The agency already has offices in New York and London, with the two new locations helping to grow the BMW Group programme further across the world.
Brandgenuity plans to expand licensing in Europe, North America, Korea, Japan and the Middle East. Key categories for growth include lifestyle apparel and accessories, additional mono-branded experience stores and co-branded products.
The company will also be responsible for managing and extending the existing programme in toys, die-cast and collectables for the BMW and Mini brands.
Existing partners include PUMA (flagship global apparel partner) and retail licensee Ports, which is responsible for the mono-branded stores in China.
“We are thrilled that the BMW Group has selected us to fuel the growth of their consumer products programme,” said Andrew Topkins, md at Brandgenuity. “We look forward to finding more world-class partners for this world-class brand.”
Teri Niadna, md of Brandgenuity Europe, added: “Every great brand is about a promise and a relationship.
“We look forward to combining this with beautiful, purposeful design and innovation for an inspired, wide range of great products.”
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