Although the licensing division of Poeticgem has only been on the scene since 2008, the company is now a major player within the licensed apparel market.


Poeticgem is a subsidiary of PDS Multinational Group and supplies apparel to major customers such as Tesco, George, Primark, Sainsbury’s and Matalan.

Having PDS Multinational Group at its back – a global company with an annual turnover of $650million – gives Poeticgem some serious muscle in terms of providing a service that is competitive on price and can quickly produce quality goods that benefit from strong design skills. Although Poeticgem is UK-based, the parent company is located in Hong Kong and is one of the largest design, product development, sourcing, virtual manufacturing and distribution businesses for consumer goods in Asia.

“PDS Multinational Group is a huge company that has very strong existing relationships with major UK retail clients, so we are fortunate to be supplying licensed apparel to a client base that knows our pedigree and what we can do,” explains Elliott Matthews, executive director of Poeticgem.

“Having the strength of such a major international company behind us really sets us apart in terms of what we can provide from a design and manufacturing perspective and also the very competitive prices we can offer.”

Poeticgem is working with an ever-expanding list of top licences and the popularity and quality of these properties is also key to the success of the company. Recent additions include a diverse range such as Star Wars, Annoying Orange, Cut the Rope, LIFE, The FA and hit British lifestyle brand Plain Lazy.

Poeticgem uses the wide range of licences in its portfolio to produce a diverse collection of apparel, with lines for both sexes and all age groups available. Adult nightwear ranges are proving to be particular popular and recent activity has seen Poeticgem sign agreements to produce lines based on Angry Birds Star Wars, the latest addition to the smash-hit gaming franchise, as well as classic comics The Beano and The Dandy and gaming icon Pac-Man.

Poeticgem is also leading the way with technological innovations such as Augmented Reality (AR) t-shirts. These products mix apparel and technology to produce a revolutionary 3D t-shirt that literally ‘comes alive’ when viewed through a smartphone or tablet.

This works thanks to a free app that is scanned in via the product’s label and enables digital devices to ‘read’ the image on the t-shirt, so that it appears to actually leap from the wearer’s chest and move about. A line featuring hit app brand Fruit Ninja has already been released and a Family Guy range is in development.

Another aspect of Poeticgem’s success is a client-oriented approach that understands that each retailer has different requirements, as Matthews explains.

“We always work closely with retailers to ensure that we meet their individual needs as much as we possibly can,” he says. “Our products based on the LIFE photographic library are a good example of how it works. We produce a full range of apparel that combines the LIFE logo with iconic covers and pictures taken from this massive library of photographic classics.

"It is a big hit with consumers and is listed across Urban Outfitters, George, Tesco, Primark, Next, River Island, Matalan and M&S, and much of this success is down to the fact that we have been able to appeal to a wide range of outlets by both tailoring product and price point to each individual retailer.”

It is this attention to detail and ability to cater to the exact requirements of its customers, combined with a strong brand portfolio, that is setting Poeticgem apart from the competition and ensuring that it will continue to be a major force in the licensed apparel sector for years to come.

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