One of the first companies in the surf/skate arena to have a licensing programme, Plain Lazy’s drive is well underway, with it now boasting seven licensees in its portfolio.
Nightwear, underwear and socks launched on the UK High Street back in May, with the ranges of PJ sets, lounge sets, boxer shorts and socks using some of the brand’s best known straplines – such as Work Less, Sleep More.
Lunch bags and drinks bottles hit stores in August, while gifting includes the likes of boxed mugs, tin coaster sets, tin boxed playing cards, clocks, key rings, shoe laces, air fresheners and tax disc holders.
In addition, clothing and headwear deals have recently been signed for the Canadian market.
Latest licensee to join the party is Grosvenor, which will be producing toiletries including single items and gift sets. The three-year deal will allow Grosvenor to sell into department stores, mail order, independents and pharmacies.
“We are thrilled to be partnering with Plain Lazy to develop a toiletries range aimed at the laid-back young male adult,” said Mark Wilde, marketing manager at Grosvenor. “By combining the innovative design abilities of Grosvenor and the cool slogans of Plain Lazy it will further establish the awareness of Plain Lazy as a lifestyle brand.”