RHS taps Half Moon Bay’s Shruti for new gift and fashion range

Shruti Designs is to create a new collection of RHS gift and fashion items.

Shruti, which is a standalone division of licensed giftware company Half Moon Bay, is planning a spring launch for its RHS Irises & Hellebores range. 

The collection will bring together fashion products, including scarves, bags and umbrellas, with stationery and gift items, such as travel cups and water flasks.

The design style is inspired by imagery of popular plants – hellebores and irises – sourced from the RHS Lindley Library, the world’s finest collection of botanical art. 

The Shruti design team took trend influences to give the collection a soft, oriental feel using dark backgrounds and pops of coral with gold foil highlights.

The RHS Irises & Hellebores collection will be available at retail from Easter 2019. Stockists are expected to include independent gift shops and RHS retail outlets. 

This collection is the second to result from the Shruti-RHS partnership, which began at the start of 2018 with a range of scarves using floral designs – again inspired by artwork from the RHS Lindley Library.

Shruti Designs specialises in creating its own ranges of gift products and fashion accessories for the retail trade. In July 2018 Half Moon Bay acquired Shruti as a standalone brand. Half Moon Bay is an award-winning wholesaler of licensed and themed giftware.

Matt Green, design manager, Shruti, said: “The RHS brand – along with its associations and superb library of images – is ideally suited to both Shruti’s product range and its target market. 

"We are delighted to be continuing an association that has served both partners so well with this delightful new collection.”

Shereen Llewellin, licensing executive, RHS, added: “Apparel and accessories are strongly performing categories for the RHS licensing campaign and Shruti’s beautiful gift and fashion items have been a proven success. 

"This collection again brings together Shruti design skill and beautiful RHS Lindley Library botanical art to glorious effect.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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