VW will be making its Brand Licensing Europe debut this year with the largest stand in the show’s Brands & Lifestyle zone.
Volkswagen Zubehoer and IMG have grown Volkswagen’s licensing programme in just over three years to retail sales of over $280M, spread across more than 170 licenses worldwide.
In the next three years, growth is expected from existing licensees and new signings in categories spanning apparel, accessories, bikes, luggage, watches, eyewear, furniture, camping and outdoor and consumer electronics.
The company is exhibiting at BLE to grow the global retail footprint by investing in DTRs and co-branding initiatives with retailers and brands which are a suitable fit.
“We are proud to be at BLE for the first time this year, with a remarkable booth in the centre of the Brands & Lifestyle zone," said Birgit Weigel, head of lifestyle and licensing at VW AG.
"For us to participate, means that we are showing the licensing world that we are prepared and open to grow the VW licensing programme further. You can do global business with the VW properties.”
BLE event director Darren Brechin added: “The VW licensing programme is an impressive success story with phenomenal growth in a short space of time.
"We are thrilled that VW has chosen BLE to make its licensing event debut to expand the programme further. The stand is the biggest yet in the Brands & Lifestyle zone’s three year history, and will form a visually striking focal point for visitors.”
Brand Licensing Europe takes place from October 13th to 15th at London’s Olympia.