Bobbypin brand eyeing US move

Samantha Loveday

By Samantha Loveday

May 27th 2008 at 10:31AM
Bobbypin brand eyeing US move

DRi's design-led property looking to the States after success in UK and other international markets.

Design-led girls' property Bobbypin - created by illustrator Jeffrey Fulvimari - is continuing to attract attention throughout the UK and other international markets - with the US next on the list of targets.

Over the past five years, the brand has built up a strong presence on the UK High Street.

A lead partner in the programme has been retailer Boots, which stocks toiletries and cosmetics. With significant annual growth, the autumn distribution of the range will be extended to 1,200 stores, and the line will again be supported both in the Boots Gift Guide (which has a circulation of six million) and as a part of the retailer's TV advertising.

Marks & Spencer has also been a long-term partner with nightwear, while Disaster Designs has fashion-led bags and gifts.

DRi has appointed a network of agents internationally, too, to help build the profile of the brand.

Stationery lines have already been a hit across Europe through Quo Vadis in France, Italy and Spain, and Paperclip for the Benelux countries. Managed in Benelux by Mercis, the Dutch nightwear and lingerie store Hunkemoller has also adopted the brand, taking four different Bobbypin lines into its 200+ stores.

Next up is the US - where the Wildflower Group is planning a big reveal at New York Licensing Show.

"Bobbypin has been extremely well received by UK consumers and it's wonderful to see that the brand is well on its way to achieving a similar level of success and recognition in other international markets," said Alicia Davenport, DRi's licensing director. "I think we can safely say that Bobbypin has arrived as a global fashion brand."