Homeware brand Russell Hobbs is moving into the licensing marketplace - signing up Ultimate Products to create a range of cookware, bakeware and kitchen utensils for the UK.
The Manchester-based firm has inked a three-year deal with Spectrum Brands, the parent company of Russell Hobbs. Ultimate CEO, Simon Showman, said that the deal was just part of a wider strategy to secure licensing agreements with iconic British brands.
"Russell Hobbs is a great British brand with a unique quality and position in the market, thanks to its pedigree and heritage," said Showman. "We're honoured to have been selected as its exclusive licensing partner in homewares and will be reflecting its commitment to innovation, style and quality in our own range of products.
"Our strategy is to develop a broad portfolio of in-house and licensed brands that appeal to a wide customer base, giving our retailer partners the best possible choice for their homewares category."
Tim Wright, MD of Russell Hobbs, added: "This is an important step for our brand in the UK market. Like us, Ultimate has developed an enviable reputation for quality product and service. Their teams in the UK and Hong Kong were able to demonstrate their commitment with a highly professionalised supply chain process."