Karen Addison Associates is aiming to move the baby and nursery brand Oi Oi up to the next level, signing up as its exclusive global licensing agent for three years.
OiOi baby bags have been on the market for over ten years. The inspiration for each collection comes directly from the catwalks and current trends.
"It is truly one of the most distinctive baby and nursery brands in the market and I am looking forward to developing the wonderful designs and styles into ranges of contemporary and complementary licensed nursery products," said Karen Addison. "I was delighted with the initial reaction. People are instantly recognising what a significant opportunity the Oi Oi brand presents at retail."
Addison will work with The Keith Pashley Project to help develop a long-term licensing approach for Oi Oi.
Lisa Bennett, founder of OiOi Bags, added: "I am receiving an increasing number of approaches from manufacturers wishing to use my designs on their product and I know, working with Karen, that Oi Oi is in the best possible hands to help take the brand to the next level."