Looking to partner with home décor, health & beauty, stationery, gifting licensees among others.
CPLG is looking to grow the St Andrews Links brand across multiple lifestyle categories.
The agency is aiming to follow the trend for sports brands with a strong heritage to move away from traditional sports merchandising and more into lifestyle categories, following the renewal of its deal to oversee the worldwide licensing for the home of golf.
CPLG is looking to partner with licensees across home and home décor and accessories, healthy and beauty, fashion accessories, table top, stationery and gifting.
This will build on long standing successful partnerships with the likes of Brooks Brothers on apparel.
The style guide takes assets and imagery from the archives of St Andrews Links, inspired by the rich heritage of the brand, its surroundings and Scottish heritage.
St Andrews Links’ own tartans have formed the basis of four collections, each taking inspiration from different aspects of the brand. These include the rich interiors of the famed golf clubs of St Andrews, the natural beauty of the course and its surroundings, strong iconic patterns from associated objects and its deeply entrenched Scottish heritage.
Steve Manners, evp at CPLG, commented: “CPLG are excited to be entering a new phase with St Andrews Links including introducing a new style direction which really capitalises on the brand’s heritage, archive and its surroundings.
“We look forward to building our partnership with St Andrews Links moving forward and introducing a whole new range of partners into the licensing programme.”
Danny Campbell, commercial director at St Andrews Links, added: “We are very proud of what we have achieved by working with CPLG. Neither party believe in resting on our laurels and this new agreement signals the beginning of some very exciting work undertaken on our behalf.
“We have developed an array of fantastic global licensing opportunities together and this new agreement will enable us to explore exciting new opportunities and product lines in the lifestyle market.
“We believe the style guide is a great piece of work, offering licensees a real sense of the unique opportunity provided by St Andrews Links to connect with followers and participants of the sport around the world.”
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