Energizer Holdings has appointed automotive accessories manufacturer Custom Accessories Europe as licensee for the Energizer brand.
CAE now plans to extend the Energizer brand into automotive power products including cables, chargers and extension sockets, as well as jump starters, inverters and compressors.
The new range will be targeted towards automotive specilaist stores, supermarkets, DIY and online retailers across the UK and Europe.
With a history of over 100 years, Energizer already retailes in over 160 countries worldwide. The latest deal is part of the firm's and its global brand licensing agency, Beanstalk's plans to extend its programme across Europe.
Martin Burch, director of marketing and strategic planning for Energizer, commented: “We are excited to build upon the Energizer licensing programme in Europe by partnering with CAE.
"Licensing is a key growth area for Energizer and we look forward to extending the programme further with Beanstalk’s expert assistance.”
Simon King, director of custom accessories Europe (CAE), added: “CAE is delighted to partner with Energizer in these exciting new product categories throughout the UK and continental Europe.
"In many markets, these categories have no clear consumer brand recognition and thus, the launch of Energizer creates a significant and exciting opportunity to offer customers innovative products with a brand that they trust.”
Lisa Reiner, managing director of Beanstalk Europe and Asia Pacific, concluded: “With Energizer being such a powerful player in the world of consumer power goods, extensions into adjacent product categories are a natural way to cultivate the business here in Europe, and licensing is the ideal business model to deliver this growth.
"CAE has strong specialised skills in the automotive accessories area and is well suited to take on the Energizer brand. They will certainly make the most of the brand’s strong legacy in the power and charging industry.”