JELC also appoints MVG Licensing as agent for the brand in the Russian Federation.
Eurosuisse, a designer and manufacturer of homewares, has signed a licence to supply Plain Lazy radio alarm clocks and iPod docking stations, as well as kettles, toasters and sandwich makers, to the UK market. The clocks and dockers will launch in the Argos spring catalogue and eventually extend their reach to consumer electronics retailers and other outlets.
Mobile accessories distribution company Kondor will be supplying Plain Lazy mobile phone, iPod and iPhone covers for the UK market. The line launches in Carphone Warehouse and Phones4U in April, extending to a number of retail outlets nationwide later in the year.
Mobile device accessories specialist Xccessory will also be producing mobile phone covers, but for the European market outside the UK. Development plans are now under way with retail launch planned for mid 2012.
Meanwhile, the brand has been scooped up by MVG Licensing - part of NFQ - and is targeting the largely untapped hipster market with the Plain Lazy brand. JELC aims to have Plain Lazy clothes and licensed products at retail in Russia by the middle of 2012.
Max Smetannikov, MVG CEO, said: "We are thrilled to represent Plain Lazy as it really enhances our portfolio of lifestyle brands. We are glad that the Plain Lazy team shares our enthusiasm about the Russian licensing market."
Jane Evans, MD of JELC, added: "In MVG Licensing we have a partner in Russia — a market with vast potential for Plain Lazy — that genuinely understands both the market and the brand.
"We’re delighted to be working with them. And closer to home Plain Lazy is attracting ever more licensees with its wit and style. The Plain Lazy brand is clearly having a very Happy New Year."