Fender signs first European licensing partners - Licensing.biz

Fender signs first European licensing partners

Sunset Bioworld and Pyramid Posters to launch Fender apparel and wall art.
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American music lifestyle brand Fender has signed its first European licensing partners in the form of Sunset Bioworld and Pyramid Posters.

The deals mark the launch of the brand’s European licensing programme, developed in collaboration with Fender’s exclusive licensing agency, Beanstalk.

Sunset Bioworld will create a line of apparel and accessories items including t-shirts, hoodies, jackets, socks, headwear, wallets and key chains.

Pyramid Posters will launch a Fender wall art collection spanning posters, canvases, wood prints, mirrors, metal prints, key chains and badges. 

Both ranges will be available through traditional as well as online retailers across Europe.

“We are excited to kick-off the European part of our licensing programme, building on the success we are already enjoying in North America and Asia. Fender has an incredibly loyal fan base, with an appetite for products that help them connect with the brand outside of music," said Brian Tedeschi, director of business development at Fender.

"The new apparel and wall art collections will further establish Fender as an influential player in modern, music lifestyle culture across Europe.”

Lisa Reiner, president of Beanstalk Europe and Asia Pacific, added: “With its iconic rock-n-roll status, Fender meets the European market demand for brands with a strong lifestyle image and a contemporary music connection. 

"Extensions into key categories such as wall art and apparel will offer fans of the brand the opportunity to further connect with Fender through new products and retail channels. 

"Sunset Bioworld and Pyramid Posters are both market leaders in their respective areas, making them ideal partners for a brand that is widely renowned for its superior quality musical products.”

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