TV chef and rustic living champion, Hugh Fearnley-Whittingstall is taking the plunge into the licensing waters in a new partnership with The Point.1888.
The agency has been named brand extension partner for Fearnley-Whittingstall's River Cottage franchise, a cookery business that consists of the award-winning TV series, cookery schools, three restaurants, and a series of books.
The successful food and events business is also a keen campaigner for respecting the environment we live in and improving the welfare and sustainability of animals and fish, with its efforts reaching a worldwide audience.
To mark its 20th year in business, the team at River Cottage wishes to generate further brand awareness and get the message of eating seasonal, local, organic and wild to the nation through the introduction of a range of consumer products.
To do this, it has signed with The Point.1888 - billed as the next generation of brand licensing - to secure a number of long-term sustainable licensee partnerships across a spectrum of select retailers.
The Point.1888 will be looking at food and beverage products as well as products for the home and kitchen with the first lines expected to be released S/S 2020.
Established in 2014, The Point.1888 delivers retail focused brand extension programmes through partnership licensing agreements. The company has grown exponentially in the last 18 months, building strategic licensing programmes for Hobbs London, LOL, Yvonne Ellen, Tate Enterprises, Bree Merryn and Battersea Dogs and Cats home.
It has also recently signed with The Metropolitan Police Service.
George Birtchnell, head of business development, The Point.1888, said: "We are delighted to be working with the River Cottage brand as it embodies the British countryside and natural living and there is nothing quite like it in the UK.
"Retail is shouting out for a collective enterprise and brand of this calibre, with its ethos, refreshing outlook to how things should be done and nationwide appeal. We have some big plans and everyone at The Point.1888 is looking forward to working with Hugh and his team to develop and launch stunning product collections.”
Lucy Lomas, commercial director, River Cottage, added: “We are really excited to be working with The Point.1888. We feel there is a fantastic opportunity to develop River Cottage products that are in line with our values and ethos and The Point.1888 was the obvious choice of agency to help us realise this ambition.”