Global Icons and its European partner Performance Brands are to move the BMW and Mini brands into the consumer products marketplace.
The two firms have signed an exclusive worldwide representation agreement with BMW Group, and will now be seeking out opportunities in areas including mobility, fashion, entertainment and lifestyle.
"We are honoured to be working with the best in its class and look forward to carrying on the ultimate experience of the BMW and Mini brands through global licensing endeavors," said Jeff Lotman, CEO of Global Icons. "The combination of the outstanding brand equities and desirability makes for an attractive product portfolio that will shape the future of luxury retail."
David Barrington, managing partner at Performance Brands, added: "It is a great opportunity to work with BMW Group and its exclusive portfolio of brands. Following in its tracks of defining premium and influencing industry direction, we will strategically drive creative results globally through licensing."