Golden Goose

Golden Goose has a diverse portfolio of clients, ranging from a wedding doctor to a breakdown recovery brand. With plans to extend this further, we found out more...
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The Golden Goose team strike a pretty impressive line-up, and with a list of successful clients and licensing programmes to match, it’s hard to believe the firm has stayed so low profile until recently.

Adam Bass founded the company in December 2002 when someone offered him a banana Kit-Kat, which he says triggered a ‘eureka moment’ in his mind. 



Before the foundation of Golden Goose, Bass owned an internet business, which he sold in 1994. Over the next eight years, he freelanced as a consultant to a number of advertising agencies.

The first client the company took on was iconic brand, Marmite. The 12-month project involved the development of a sandwich cooler and 10,000 were sold off-pack for £4.99 each.

Bass explains: “After that, we represented a varied client base including TVR, Moulinex, Barbour and Colmans. Most of what we learnt is documented on our sister website www.brandlicensing.co.uk.

The last 12 months has seen the firm grow with new well-known brands on board. Bass offers: “We gained three exciting new clients including RAC, Thomas Crapper and Sarah Haywood, wedding Doctor.”

The agency was taken on by RAC in 2009 to continue an existing licensing programme. Once the existing licensees were organised into clearly defined categories, the firm was able to start approaching new licensees and retailers with a clear product offering.

Within nine months of its appointment Golden Goose secured a listing for RAC products within Tesco and one major trade retailer. New licensees are also in place in several categories, and the existing partners have one point of contact for all activity.

Bass comments: “The most successful deal [we have done to date] is probably one of the deals we’ve done for RAC, just because of the size of the brand. They’re the number two seller of pressure washers in the UK so the publishing and giftware deals completed so far are likely to deliver significant revenue.”

Previous clients have included sportswear brand, Head. The firm developed a range of toiletries for the brand and the deal was extended for a further three years in 2008. Harry Ramsden’s has also worked with the company and deals were signed for pickles, cookware and various other related products.

Thomas Crapper has recently joined the line-up and Golden Goose is working on gifting and toiletries lines. Sarah Haywood, wedding designer, is also a fairly recent acquisition to the client list. Golden Goose targeting a range of categories including gifts, outfits, accessories and stationery.

The core Golden Goose team working on this portfolio, is formed of Bass and account directors, Howard Clare, ex-sales director of Beanstalk and Rupert Waters, who has 13 years of international brand and entertainment licensing experience.

The latest addition to the team is ex-ITV Global Entertainment boss, Gustavo Antonioni, who is on board to develop a luxury brands division. The new enterprise already has one high-end client (which has had the execs jetting around the world) and Gustavo and Bass are looking to add a select number of additional clients to the line-up.

The team is important to Bass and people are his secret to success in the industry: “At the end of the day, you do deals with people and if you can make a real connection with a real person, you’re much more likely to make it work.”

Also new for the next 12 months, the firm is looking to expand upon the brand licensing website. Bass says: “We’re thinking of turning all of the content on brandlicensing.co.uk into an ebook to help corporate brands understand licensing.”

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