American music lifestyle brand, Fender is looking to extend its licensing footprint across Europe.
The firm has teamed up with Beanstalk, which will seek out licensing partners, with the intial focus being on key lifestyle categories ‘that embody the brand’s influence on music’.
"We’re very proud to be working with Beanstalk in Europe," said Jeff Quinn, licensing director at Fender. "Europe represents a key growth area for Fender licensing. Decades of strong instrument sales, high brand visibility among leading musicians and a successful licensing programme in other parts of the world create an exciting opportunity for licensing in Europe.
"It was crucial that we find the right partner who understands our brand and what we’re trying to accomplish in Europe. Beanstalk is that partner."
Ciarán Coyle, president of Beanstalk Europe and Asia Pacific, added: "Fender has played such a legendary part in American and music history. They are perfectly in tune with the demand in the European market for brands with a strong lifestyle image and a contemporary music connection."
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.