Fashion retailer Oasis is building out a new licensing programme with fabric conditioner launch

The British women’s high street fashion retailer Oasis is to build out its licensing programme with the launch of a fashion-inspired fabric conditioner.

The initial range of three exclusive fragrances (Love for Lace, Passion for Paradise and Revel for Rose) has been developed for Sainsbury’s and launched on shelf in September in bottles featuring Oasis signature prints.

Hash Ladha, Oasis COO, said: “With the growing importance of fragrance and bottle design in the fabric conditioner market, we were able to use our expertise in fabric and fashion to add something a little bit special to the category.

‘We know our customers love that store-bought feeling and Oasis fabric conditioner will help them to treasure their precious purchases that little bit longer.”

The Oasis Fabric Conditioner range was developed for Sainsbury’s by McBride, Europe’s private label manufacturer.

McBride head of marketing, Lyndsay Jones, added: “We have really enjoyed working with Oasis to develop this range of on trend bottle designs and fragrances, they really bring something unique to the aisle and the plans we have in place should really drive interest in these new products.”

The partnership was brokered by Oasis licensing agency Golden Goose.

Phillippa Green, Golden Goose account director, explained: “The signature Oasis prints are also on the range of fabrics and bedding and will soon appear on luggage and home fragrance, wo we are working to develop a style that is instantly recognisable as coming from the house of Oasis.”

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