Norton revs up licensing plans

By Samantha Loveday

January 22nd 2009 at 10:30AM
Norton revs up licensing plans

Firm appointed by Norton Motorcycles, immediately inking two deals in the fashion market.

Norton Global Brands has been hired by Norton Motorcycles to oversee all of its UK and global licensing commitments for the next five years.

The first two deals brokered by Norton Global Brands are in the fashion market and they reflect the ethos and feel of the motorcycle brand, according to the company. The deals will apparently deliver £20m of retail sales across Europe's High Street during the term of the contracts.

Norton Motorcycles returned to the UK in October after 15 years under American ownership in a multi-million pound deal.

"It was crucial for us to find a specialist in the licensing arena to review and bring into line all the licensing agreements which are currently in existence, and to explore any new brand enhancing associations going forwards," said Stuart Garner, chief executive at Norton Motorcycles.

"As a motorcycle brand, the potential for licensed products is huge and the last thing we want to see is our brand name exploited outside of our strict guidelines. Heritage and excellence is at the heart of the brand and we need to make sure this is reflected across all Norton associated products."

Tony Norton, chairman at Norton Global Brands, added: "Since the news of Norton's return to the UK, there has been huge interest in licensing the brand from many different sectors. We will be working hard to make sure all new agreements complement the brand in terms of quality and value and truly live up to the brand philosophy."

The new division of Norton Marketing Communications will be headed up by Karen Addison. She will be working as licensing director of Norton Global Brands can be contacted by clicking here.