Electrolux selects licensing agency for three American brands
Electrolux selects Nancy Bailey and Associates to expand Frigidaire, Kelvinator and Tappan in North America
Nancy Bailey & Associates will be creating and executing brand licensing programs in an effort to extend the brands into a range of product categories such as cookware, housewares, consumer kitchen electronics, barbecues, patio heaters, lighting and generators.
Nancy Bailey
& Associates, a leading corporate brand licensing agency and division of
Beanstalk, has been selected by Electrolux Home Products, Inc. as the brand
licensing agency for three of its household brands:
· Frigidaire
· Kelvinator
· Tappan
The intention is to expand the brands in North America, in the selected product categories cookware, housewares, consumer kitchen electronics, barbecues, patio heaters, lighting and generators.
Electrolux Global Brand Licensing Team will work in conjunction with Nancy Bailey & Associates. Matthew Young, Head of Global Licensing, Electrolux Major Appliances explains:
“The strength of Nancy Bailey & Associates is their network of licensees and retailers in the home category. Along with its track record for developing innovative and effective brand licensing programs, it creates an extremely valuable partnership for our brands. This will provide renewed focus on three of our brands with the goal to expand into new product categories, extend our reach to new consumer segments and increase touch points for our existing customers.”
Each of the licensing programs will be unique to the respective brand attributes and objectives of Frigidaire, Kelvinator and Tappan:
· For the legendary home appliance brand Frigidaire, known for reliability and customer value, the licensing program will introduce innovative and contemporary products to complement Frigidaire’s core products and appeal to a broad audience in North America.
· Kelvinator is an American brand embraced globally. The licensing program will reintroduce the brand to the U.S. market and lead the way for expansion of the core brand into new product categories.
· Tappan is synonymous with excellence and innovation in the kitchen and introduced the microwave for household use. Licensed products will help accomplish the goal of developing a broader, mass appeal for the brand and will introduce Tappan to new consumers across all demographic segments.
“The introduction of a new generation to the current home improvement marketplace, combined with stagnant home sales, is leading homeowners to invest more in upgrading and improving their homes. This trend creates a tremendous opportunity for Electrolux’s brands to gain exposure to new consumer segments and build upon already strong consumer awareness,” said Nancy Bailey, Chairman of Nancy Bailey & Associates.
“Frigidaire, Kelvinator and Tappan’s history of reliability, innovation and design provide strong foundations for successful licensing programs in a variety of categories,” said Linda Morgenstern, Executive Vice President of Nancy Bailey & Associates. “What sets them apart from other home appliance brands is the emotional affinity that exists between consumers and these iconic household brands that they have relied on for years.”
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