Brands In expands into accessories in new Friends and Riverdale deal for New Look

Brands In, a specialist in licensed fashion apparel, has broadened its category offering by expanding into the accessories market. 

The company has initially unveiled its new lines at retail exclusively in New Look, showcasing two Warner Bros. key properties, Friends and Riverdale.

Faye Walton, head of buying, accessories and lifestyle, at New Look, said: “Following the success of licenses on jersey styles at New Look, we saw an opportunity to use the same licenses on lifestyle products. 

“Brands In were the obvious choice to enable us to action this quickly with the added advantage of being able to use our own trusted specialist supply base. With speed to market being essential in this competitive market place we’ve been able to successfully source and retail licensed drinks bottles, canvas bags, phone cases and other items from short lead-time suppliers with the support and efficient approval process Brands In have provided for us.

“The team at Brands In has been instrumental in enabling the buying teams to deliver growth on the areas we’d specified. For the season ahead we are looking to expand our accessories licensed ranges and look forward to building on the achievements we have already experienced with Brands In.”

The range across both brands, which includes phone cases, water bottles, hot cups, coffee mugs, pencil cases and tote bags, have been developed by Brands In’s own in-house creative team as perfect Christmas gifts for the busiest retail period of the year. 

Designed to co-ordinate with the highly popular licensed Friends and Riverdale jersey apparel ranges, which has sold through consistently during 2019, the accessories SKU’s are now on sale in New Look stores across the country.

Rick Lowe MD at Brands In, said: “We are delighted to be expanding our business into new categories and have been impressed with the sales numbers filtering through. In 2020 we will roll-out our accessories offering across additional Warner Bros. key franchises as part of our latest license agreement with the studio, using designs and product lines that are exclusive to New Look.

“Beyond this initial accessories partnership with New Look and Warner Bros. we look forward to growing this new arm of our business with other licensors and retailers during 2020.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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