The University of Oxford is hoping to make further inroads into the licensing sector, appointing Performance Brands to handle its rights in the UK, Europe and Middle Eastern territories.
The programme will aim to reflect the heritage of the 900 year-old university, as well as maintaining appeal to fashion consumers. There will be a particular focus on the learning generation.
"We are thrilled to be working with Performance Brands to develop the University of Oxford brand licensing programme in Europe and the Middle East," said Chris Evans, MD of Oxford Limited, the commercial enterprise which has been representing the university since 1990. "Their unrivalled expertise and understanding of how to unlock the potential of brands, combined with the myriad opportunities presented by the heritage, accomplishments and collections of the university makes for a winning combination."
David Ball, MD at Performance Brands, added: "The brand is recognised globally as the centre of excellence for learning and offers great opportunities for potential licensees to create products that reflect these values and the values around the lifestyle of the university."