IRMASWORLD hires Active Merchandising

The illustrative property is set to grow within Germany following the recent deal.
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The agency is headed by licensing veteran Anita van Esch and has been charged with building on established fashion, beauty, publishing, online, advertising partnerships and forging long-term deals with licensees in new product areas.

Goa Geneva Trading, owner of IRMASWORLD is also seeking worldwide partners to extend the reach of its brand into new markets.

IRMASWORLD is a character-based brand from artist, fashion consultant and publisher Jasmin Khezri. The brand is based upon a cosmopolitan, chic and independent young woman, a confidante.

The brand has an established presence across a variety of platforms and the character is a contributor to Glamour magazine in Germany, in an International Trend Scout, celebrity interviewer and style guru role. She has also provided fashion and beauty advice and practical lifestyle tips in magazines in the UK, France, US and Japan.

French fashion house Celine has produced a range of IRMA T-shirts with further products planned. IRMA’s image has also been used in advertising campaigns by brands such as De Beers, Ford, Noxzema, Danone and Carrefour as well as the high fashion labels including Chloe, Louis Vuitton, Givenchy and Prada.

Van Esch has over 11 years experience in the licensing industry with specific expertise in pan European markets including Eastern Europe and the Middle East. Her client base covers a wide range of brands and she has worked with licensors such as Mattel (Barbie, Fisher Price), Super RTL (Bob The Builder, Toggo/ Toggolino), Nickelodeon (Spongebob, Dora), Granada/ITV (Bella Sara) and Egmont/ Cultfish (FHM, girlfriends, Sugar).

Rainer Tschierschwitz, director of Goa Geneva Trading which owns IRMASWORLD said: “We are delighted that Active Merchandising is on board. Anita’s experience will be invaluable as we look to expand the IRMA brand in Germany and create many new opportunities for consumers to experience IRMASWORLD.”

Van Esch added: “IRMASWORLD offers a wealth of opportunity for partners with products or services that can be brought to life through IRMA with her glamorous day to day living and lifestyle expertise.

"Licensees can benefit from her existing connections and established presence in variety of markets, and, with vast scope for cross-promotion, marketing and local based services, it’s a fantastic property to be involved in, with strong potential.”


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