Renowned designer Tanya Whelan is entering the licensing industry thanks to a new partnership with agency Knockout Licensing.
Under the new deal, Knockout Licensing will develop a programme that brings Whelan’s best-selling fabric designs to a wide range of product categories, with an emphasis on home décor.
With a library of 400 designs in various patterns now available, 20 fabric collections have been produced so far.
“I have been extremely fortunate to be able to design fabrics and craft papers that have consistently been top sellers in their categories and that have provided consumers with products they value,” said Whelan.
“I feel strongly that consumer who love my designs on fabric and craft items will also love them in other product categories – from bedding and housewares to infant layette and gifts – and beyond.
“I am incredibly excited to be working with the Knockout team to bring that to fruition.”
Across the globe Whelan is known for her work in fabrics and craft paper and enjoys firm presence in retailers including Hobby Craft, Liberty of London and J0hn Lewis in the UK.
Whelan has also written two instructional sewing books published by Random House, while her work has been featured in national publications including Martha Stewart Living, Country Home, Romantic Homes and McCall’s Quilting.
Tamra Knepfer, president of Knockout Licensing, said: “As soon as I saw Tanya’s designs, my mind raced with all of the product possibilities that her work really lends itself to.
“Her popular floral designs are simply beautiful and their soft simplicity with bolder colours are unlike anything else currently in the marketplace. Knowing that these designs are already best-sellers in fabrics, makes the potential of expanding them into a wide array of product categories very exciting indeed.”