Whenever a new opportunity is presented to us, we apply a very strict series of tests to it in order to determine its marketability and suitability for our portfolio. Our tests include aspects of consumer behaviour, trends in retailing, scaleability of the project and numerous other questions. For us to consider a brand, it must not conflict with our existing brands, the communication lines with the Licensor must be clear and simple and the route to market must be identifiable.
This, combined with our proprietary property mapping system ensures that our portfolio structure is clear and our brands reach the market quickly and efficiently.
We work with licensors to both develop existing IP and to ensure emerging brands are fit for purpose in a changing consumer and retail landscape.