Start Licensing’s Ian Downes on how The Ashmolean is dialling up its uniqueness as a brand and growing in the licensing space.
The heritage sector – from museums and galleries, through to universities, gardens and stately homes – continues to gain momentum when it comes to licensing, with 2022 having seen some high profile product launches and collaborations.
LicensingSource.net catches up with some of the companies operating in the sector.
Today: Ian Downes, licensing agent for The Ashmolean.
“I am pleased to say we have added a number of new licensees, consolidated things with existing licensees – many of these are growing their ranges – and we have a number of new conversations in development which are looking promising.
We have added a range of new licensees including Hook Norton Brewery (Ashmolean IPA); Welbeck Publishing (Around the World in 80 Pots); Ramsey (silk squares and jacket linings); Team Tea (Ashmolean tea blend); and we have also been part of Blu Goblin’s programme of limited edition collectables, plus have an ongoing partnership with Conway Stewart (pens, inks and gift sets). Park Agencies have also achieved success with their apparel programme gaining retail listings.
All these licensees join existing partners such as Woodmansterne, Flametree, The Oxford Artisan Distillery and Surface View.
We are keen to develop a stationery programme and, likewise, we are building momentum in the food and drink category. We would like to expand on this into food gifting and working with established food brands one partnerships. The Ashmolean also has a strong connection with gardening and garden history through the Tradescant family. They were plant hunters and explorers and much of the original collection at the Ashmolean was gifted by them. We also hope to build on developments in the home furnishings and décor markets.
You have to focus on what makes your heritage brand unique and dial this up. We have done this with the Ashmolean and it is working. I think there is also room for heritage licensing to grow into new categories and market sectors.”
This feature originally appeared in the autumn 2022 edition of Licensing Source Book. To read the full publication, click on this link.
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