Firm targeting gifts, stationery, books and clothing sectors to grow brand.
The I Love DIY brand (stand 198) was born in the 1990s and founder Chris Leonard-Morgan is now launching a licensing programme at BLE.
The brand originated when Leonard-Morgan was running the London DIY Show and he registered it to use as part of the marketing and special promotions for the event. Leonard-Morgan said: “I sold the show in 2006 but retained ownership of the property in anticipation of where I am now.”
To date there are no licensing deals in place, but the firm is looking to sign partners in gifts, stationery, books and clothing and any other opportunities that present themselves.
Leonard-Morgan explainED: “I decided to exhibit at BLE, having made the decision to go the licensing rather than direct supply route.
“We are hoping to meet companies with products which lend themselves to and would sell well with this memorable brand.”
The stand at BLE will house examples of branded merchandise including mugs, key rings, watches, pens and polo/T-shirts.
Founder and owner of First Events and Conferences, Leonard-Morgan has a strong background in DIY and was involved in the market for many years as publisher of DIY Week magazine, and launched the market leading DIY & Home Improvement Show.