Knockout Licensing to extend sewing brand, Singer

Robert Hutchins

By Robert Hutchins

March 20th 2014 at 10:33AM
Knockout Licensing to extend sewing brand, Singer

The firm will explore new avenues for the brand.

SVP Worldwide has appointed Knockout Licensing to expand the licensing program for its sewing brand, Singer.

The firm will explore new avenues for the brand as well as developing relations with existing partners such as Dyno Merchandise and NKOK Inc.

Knockout Licensing will look to extend the brand into new product categories such as Crafting, Knitting, Quilting, Fabric Care and other home tools and appliances.

“SVP is incredibly proud of the heritage Singer brand and its 163 year history, as well as the popularity and strength of the Singer name around the world,” said SVP Worldwide CEO Katrina Helmkamp.

“While Singer is best known as a sewing machine brand, the brand has become somewhat synonymous with reliability, quality and DIY, attributes that are so relevant to today’s consumers.

“We are looking forward to working with Knockout Licensing and existing partners to extend the Singer brand into new and appropriate products and markets that reinforce the core qualities of the brand through licensing.”

Knockout Licensing will also be working with SVP’s assets, including vintage artwork, historical logos, advertising and marketing materials, sewing machines through the years and more.

“For Licensing, Singer is both a world-class brand as well as a brand rich with beautiful historic vintage assets,” said Knockout Licensing Co-President Tamra Knepfer.

“We are excited by the enormous potential for branding different types of consumer products that stand for reliability with the Singer name, as well as all of the new possibilities for Singer assets to be licensed across product categories – from collectibles and paper products to giftware and home decor.”